**1. Introduction**

This research is a continuous process of studies started in 2016 at UFRJ under the guidance of Dr. Paulo de Oliveira Reis through LabFuzzy. The proposal deals with the use of neuroscientific technologies to analyze and identify multisensory analogues that can improve the users' experience in the design process. An analysis of how human cognitive processes (related to the acquisition of information such as: learning, attention, memory, language, reasoning, decision making, etc.) linked to people's behavior has been analyzed and applied for some decades. A good example is given by Simon [1], when studying the human cognitive processes linked to decision making. This field was developed and branched out into the decision process linked to the marketing processes.

Subsequently, psychologists Khaneman and Tversky [2, 3] developed the Prospect Theory, demonstrating a profit and loss perspective model and the cognitive impact related to this event, which demonstrated that people tend to value much more avoiding losses than generating gains. An important milestone along this path occurred in 1980, when the first full-body magnetic resonance imaging (MRI) occurred in Scotland, a major advance compared to X-rays. In the middle of the following decade, functional magnetic resonance imaging (fMRI) recorded, for the first time, images of the brain in activity, during and after stimuli, showing the activation of the regions involved in certain tasks without the need to use ionizing radiation and exogenous contrast. Like traditional MRI devices. This model brings a new perspective in the view of consumption that, from the 90's, is widely treated in marketing processes. Lindstrom [4] through research on thousands of brains, analyzed a large part of the processes related to attractiveness and consumption behavior.

This chapter proposes the use of multidisciplinary concepts and tools between Creative Economy, Neuroscience, Mathematics and design for the observation of multisensory experience. The author of this chapter [5] enters this universe through the Design of furniture for offshore ships, where in addition to the functional character the internal environments need to attend to the psychological of the employees who remain there for months. Colors, shapes, spaces, art, everything has to be thought with a view to physical and emotional health. From that moment on (2006), a methodology for designing products and images with a focus on the user experience starts to be constructed through multisensory analogs, that is, information sensorialized by the observers that arouse certain reactions and that can be applied to the 5 senses. This methodology was used in the industrial sector and in micro and small companies (healthy food, PET, drinks, food, etc.) and patterns that can be recognized and mapped to generate certain reactions in the consumer were observed. As of 2017, with the acquisition of fMRI and EEG software and equipment, the Fuzzy Logic started to be used to quantify the mapped responses that started to be studied and tested in applications related to food and beverages.

Presentation of the techniques used for research in this chapter:


Other techniques can be used in data collection such as: Galvanic skin conductance (SCR), Skin temperature analysis by infrared thermography (ING), Heart rate (HVR), Facial expression recognition (FER), Implicit association test (IAT), retina mapping (eye tracking) and other less common.

For the research to be presented, techniques such as functional magnetic resonance analysis (fMRI), electroencephalogram (EEG), hormonal dosage of saliva were used, in addition to other techniques such as focus group and SAATY scale. The objective is to search the data for neurophysiological patterns that can generate a division between satisfactory and unsatisfactory neurobehaviors, that is, unfavorable reactions occur when data is presented and favorable reactions occur in the same way. The construction of these favorable or satisfactory reactions can be applied widely (a city, a public space, an enclosed space) or in very small areas (an environment, an object, a product, a service experience or even physical) or digital image). The point in question is the result that must be designed so that the user has an intended experience and keeps it in his memory. This analysis will be done using the techniques obtained above to identify in users, areas of the brain that have been stimulated and to identify these patterns, to be determined in each element of the project.

To understand what this observer seeks, it is necessary to go through the motivation theorists: Freud [6], Maslow [7] and Herzberg [8] who explain the subjectivity of human thought and how it correlates with social cycles and their own experience with what is observed, generating "satisfactory and unsatisfactory" profiles, rationalizing their environment and their sensorializations. Freud develops his thinking about the subjectivity of human choices, through his literatures: The unconscious, which traces a trajectory of ideas of the subjective factors of our

#### *Multicriteria Algorithm for Multisensory Food Analysis DOI: http://dx.doi.org/10.5772/intechopen.96135*

choices. This thought was addressed with the example of "motivation for choosing an object" that occurs due to factors such as color, weight, size, texture, shape, etc. which are linked to the interpretation of each of these details through subjective memory, as well as the "object as a whole", as well as, all "emotional charge" contained in its interpretation in our past and its relationship with the present moment.

Maslow in his work "Motivation and Personality" describes the "Hierarchy of needs" which is widely known as the "Maslow's Pyramid". According to him, the individual feels the desire to satisfy his needs, according to the stage or level. Therefore, the motivation to fulfill these wishes comes gradually, generating a certain predictability of needs and desires according to several sociodemographic (age, income, geographic area, etc.) and behavioral (ambitious, heavy users, etc.) factors as well as in the cycle of life of a person or group of individuals. Herzberg, talks about the "2-factor theory" that defends the idea that there are satisfactory and unsatisfactory motivators in the work environment and that it is used in marketing management Kotler [3] for the marketing universe interpreting these concepts for products, services, people, environments, etc. From there, it is necessary to understand what makes the observer have a pleasant experience and enter the universe of experience design. The one by Csikszentmihalyi [9] brings in his works about Flow (concept defined as the great experience, or the psychology of the great experience, is linked to the challenge and reward zones of the brain and related to learning) the aspects that are related to the experience engaging and charming enough to pass the time and even forget some of the most basic needs like eating. To reach this level of immersion, Norman's work [10] and his concepts on design bring terms to specify levels of experience of the observer that go beyond the visceral or subconscious level, to the reflective level, but this reflection is based on their habits, which in turn, is at the behavioral and instinctual level, which is basically the automatic and subjective area linked to our experience. An individual's experience contains memories and emotional charges linked to the result of similar previous situations and which, in turn, are the result of our emotions Krippendorff [11].

The projected emotions will be mainly in search of the observer's pleasure and satisfaction as ways to reach the state of Flow and in this context the pleasures of Jordan 4 [12] relate aspects of functionality and usability to these states. The author assumes that pleasures are the result of the hedonic and practical emotional benefits associated with a product and that needs related to the usability of that product can be satisfied in 4 forms of pleasure (physiological pleasure, social pleasure, psychological pleasure and ideological pleasure). These authors reflect the concepts and tools for the investigation and manifestation of multisensory experiences. Another literature such as Logic Fuzzy Tanaka [13] is needed to measure the observer's reaction to the possibilities. In Fuzzy Logic, a multiple-value chain can be generated in which the logical values of the variables can be any real number between 0, corresponding to the false value, and 1, corresponding to the true value, for example. In contrast, in Boolean logic, the logical values of variables can be just 0 and 1, a or b, etc. this means that there are several possibilities between true and false and these possibilities can be found and determined if they correspond to the analyzed objective with the greatest probability, possibility and or plausibility. In this way, measurable variables can be found and an analysis system designed to measure these experiences created Ross [14]. One should not only take into account the tabulation of these data, but obtain them to measure the reaction of the observer and verify through the emotional dimensions of Carter [15] the impact that will provide for them to reach a certain objective, be it to obtain better performances or simply for entertainment.

It works like this, people determine verbally when asked about a particular experience or random information, but the verbal response does not always represent the cognitive response. In addition to the truth, there are exaggerations, minimizations and lies. This happens for several reasons and more often than we imagine Feldman [16]. However, by analyzing the cognitive response by means of Functional Magnetic Resonance (fMRI), Electroencephalogram (EEG), hormonal dosage of saliva and other previously necessary techniques, it can be verified if certain areas of the brain have been affected and what is the biological response. For example, when smelling a food being made on the spot, the olfactory cortex in the temporal lobe will be stimulated and information will be sent to areas such as the frontal lobe cortex (association with similar previous experiences), limbic system of the diencephalon (Memory) and response through neural peptides available in the hippocampus Silverthorn [17]. Other areas can be stimulated and hormones such as ghrelin for example, also known as "hunger hormone", are a peptide produced mainly by epsilon cells in food and by the pancreas when on an empty stomach, which then acts on the lateral hypothalamus and in the arched nucleus, generating a sensation of hunger. These areas of the brain can be observed by means of magnetic resonance in conjunction with specific areas (nucleus accumbens, geniculate body and certain areas of the visual cortex) making it possible to observe the option for a particular dish in a restaurant, in addition to determining the intensity of these reactions through EEG (stress, engagement, interest, excitement, focus and relaxation). One can go further, and check the levels of Ghrelin, Serotonins and Dopamines (through the analysis of saliva), understanding the levels of hormones and peptides Dispenza [18], responsible for hunger, pleasure and well-being. It can be measured against a quantity when you see, taste, touch, smell, etc. in each of the restaurant's dish options, following the previous example. When determining the preference standards of the tested group (which should represent consumers and target customers through personas, for example), it is possible to select a better menu, presentation of dishes, images for campaigns, restaurant environment, employee uniform, memorabilia and etc.

The complexity of the new consumer market requires an investigative method that clearly demonstrates how to design experiences for a group, capable of generating a positive impact, focusing on the necessary elements and increasing performance, minimizing unnecessary and incorrectly applied costs. The application of an investigative method linked to the relationship between the public and a medium or product is related to the sociocultural profile of these people in the sense that their parameters of relationship with the external world and interpretations of this world come from the knowledge acquired throughout life, where a large part of their cognitive stimuli and co-relationships happen through the environment where they live and relate daily.

#### **1.1 Stages of development**

Phase 1. Qualitative Research: The generation of personas is necessary to define a group that can represent the general public.

Phase 2. Explanatory research (cause and effect): The processes of attention, retention and memory, occur in different areas of the brain and transmit information to the body through hormones and peptides that are used as a basis to measure whether the data obtained in the experiment is positive or negative (EEG, fMRI and saliva analysis).

Phase 3. Experimental Research. Observation of the user's brain during the experiment.

*Multicriteria Algorithm for Multisensory Food Analysis DOI: http://dx.doi.org/10.5772/intechopen.96135*
