This research aims to explore innovative approaches for enhancing customer-led agri-food innovations by leveraging explicit and implicit behavioral measurements. We intend to conduct a systematic literature review to assess existing knowledge and identify research gaps. Additionally, we plan to procure advanced equipment for behavioral measurements.

Our proposed research will integrate explicit measures, such as surveys and interviews, with implicit measures, including eye-tracking and facial analysis. This holistic approach seeks to provide profound insights into consumer preferences and decision-making processes.

By combining a thorough literature review with cutting-edge research equipment, this study holds the potential to advance our comprehension of consumer behavior. Furthermore, it has the capacity to transform the strategies employed by agri-food businesses in innovation, ultimately leading to the development of more sustainable agri-food products.