**2.2 Personas selection**

In the case of a complex analysis, the cut used so far is that of qualitative research, seeking to analyze a series of people who can represent the target audience with quality. An adopted methodology uses a method of crossing supply and demand matrices Cosenza [19] to identify the distances between the different product alternatives in meeting the needs of its customers according to the profile demanded by them.

## **2.3 Phase identification (coffee experience)**


**Figure 12.** *Sample C.*

**Figure 13.**

*Verbal Response graph, Sample A, B and C.*

**Figure 14.** *Verbal Attributes description fuzzy matrix.*

**Figure 15.** *fMRI.*

Step 1: Preparation of the drink. Sensory analysis was performed using 3 coffee samples. For the preparation, a conventional home coffee maker was used. The coffee samples were prepared using coffee and mineral water. Each infusion was

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

**Figure 16.** *fMRI area.*

**Figure 17.** *EEG image.*

#### **Figure 18.** *EEG results.*

prepared with a maximum of 500 mL of each sample and stored in thermos, remaining in place for a maximum of 90 minutes. The evaluation for aroma and flavor was made using 30 mL of each coffee sample served in transparent cups at an average temperature of 60 °C without the addition of sucrose. Between each sample, participants were served water at room temperature to wash the taste buds. Appearance was assessed using the conventional presentation (transparent cups and saucers) and transparency exists so that participants can see the color and texture of the drink. Visibility and light conditions of a common night in ambient lighting. For this experience, the environment used was an open area with room temperature and filming and protection equipment (mask, alcohol gel and gloves,

in addition to receiving 1 person at a time in intervals of 3 to 4 hours between each participant to clean the place) The alone are served 2 times each, so that in each one the data of EEG + scale of SAATY and fMRI + saliva are collected.

Step 2: The equipment will be placed on the user and the user will taste the coffee and rate each sample using the SAATY scale, while the EEG data is generated. For measurement, the EPOC + equipment from the company Emotiv and the EEG software EmotivPro were used, which in addition to presenting the data for each frequency, generates the interpretation of these signals as stress, focus, motivation, engagement, relaxation, interest and excitement (**Figures 17** and **18**).

Step 3: The user will try it a second time, while the fRMI analysis is done. For measurement, the EPOC + equipment from Emotiv and the fMRI software BrainViz were used. During the test, 6 samples were taken from each user. Before drinking coffee, after the first sip and after the end of each cup. The saliva analyzes were stored to be sent to the laboratory.

Step 4: Movies and photos of people were stored in HD and cloud, as well as films from fMRI and EEG. Gel alcohol, masks and gloves were available at all times for participants with an isolated disposal site of at least 3 m.

Step 5: The linguistic terms of the SAATY scale (2.4 results) were developed and approved by food professionals such as restaurant owners, buffets, cheffs, housewives who cook for their families and even by a purchasing chef in a large chain. Supermarkets in the state of Rio de Janeiro in Brazil. The fMRI analyzes were made by the author with the cutout presented in brain response to food [20] and after adaptation, presented to specialists in neuroscience and consumer psychology at USP and UNIFESP for validation. EEG analyzes are taken from the software. The traditional EEG reading presents the frequencies in real time, however the software presents a reading (patented by the manufacturer) through the frequencies that generates responses of: interest, motivation, stress, engagement, focus and excitement.

Step 6: The data collected through fMRI, EEG and hormonal dosage in saliva are inserted in Matrix 2: Brain and hormones. The fMRI data is collected by analyzing the video of the brain at a speed of 30 frames per second, counting the moments of stimulus of the areas: Lateral Geniculate Body, Visual Cortex, Nucleus Accumbens, Olfactory Cortex, Frontal Cortex and standardized to be on a scale from 0 to 100, as is the answer presented by the EEG software. Inserted in the matrices, the data is processed through the algorithm created for this project and receives a final score (2.4.3 Verbal Analysis Neural Analysis).

Step 7: Comparative analysis. After analyzing the samples of each participant, we have the verbal and neural score for each sample. These notes are compared in order to understand the preferred option of the participants in an individual and general way.

Step 8: Conclusion interview. After the analysis and conclusions, the participants of the experiment are invited to an interview where the variables involved and the preferences of the group are debated to verify points that influence the preference and which responses generate these variables. As we could see in the hamburger experiment (**Figures 4**–**6**), some answers can be contradictory, but this was not the case for this third experiment with the 3 coffee samples.
