Virtual Solutions for Gathering Consumer Feedback on Food: A Literature Review and Analysis

Addressing consumer needs is key to success in new product development. Due to COVID-19, however, gathering feedback on food products has become challenging. Our preliminary research on the food industry revealed that the socially distanced lifestyle has deprived food practitioners of in-person testing platforms, inspiring our research questions. Although a myriad of virtual methods for food testing have been reported in the past two decades, the literature does not provide systematic assessment of their applicability. Therefore, in this review of 108 papers, we delineate the landscape of virtual technologies for food testing and present their practical implications. From our analysis, VR emerged as a promising tool, yet it was not being used by practitioners. Other technologies (e.g. flavor simulators) were too preliminary to be adopted in industry. Furthermore, the types of technologies were fragmented, leaving much room for cross-tech integration. Future research goals to address the gaps are discussed.