An innovative MT Lab company presented the first biometric study of cultural affiliation in relation to odor perception. Stimulation Déjà Vu, which has positioned itself as a leader in the olfactory experience in tourism, took its research into people’s physiological reactions to odors a step further.
With the solution developed by RE-AK, another company that passed through the MT Lab, which uses facial expression analysis and a set of biometric measurements compiled by algorithms, the study produced a collection of emotional and cognitive indexes.
“Firstly, the study demonstrates the strong cultural differences in olfactory reactions. It also shows that cultural identity can have a marked impact on the perception of an olfactory creation“, reveals Stimulation Déjà Vu in this recent study.
For example, the company observed a much stronger emotional response to Quebec black spruce among neo-Quebecers, where the level of wonder (a combination of joy and surprise) was 70% higher than Quebecers’ level of wonder at the scent.
For biometrics, this is particularly interesting data. It shows that the creative aspect of scent design for the hospitality experience can be adapted to different tourist audiences.
A fruitful collaboration
When it opened its doors in 2017, MT Lab, whose mission is to spark innovation and entrepreneurship in tourism, culture and entertainment, had no idea that it would also spark innovative collaborations between its startups themselves.
Stimulation Déjà Vu (2018-19 cohort) and RE-AK (2019-20 cohort) immediately saw how their solutions could be complementary and saw the value of collaborating together.
In the tourism sector, MT Lab is particularly proud to see these companies continue to develop and innovate in Quebec.
Stimulation Déjà Vu opened an office in Avignon, France, this winter, and has just developed the scent of the “new Marseille”.
RE-AK is currently developing the ability to detect “emotional and cognitive states” without contact, in an open space.
To consult the study report Belonging and olfactory experiences: when biometrics meets our emotions.
Originally published on Tourisme Express on May 31, 2021
