Happiness by Design: Computer Vision and Immersive Technologies for Consumer-Centric Food Evaluation

About the project

About the Project Traditional sensory and consumer testing of food products often take place in highly controlled environments to ensure they maximise differences due to the product and not the environment in which they are consumed. However, this does not reflect everyday product experiences. This PhD will develop the next generation of consumer research methodologies using immersive technologies, computer vision and behavioural analytics. This multidisciplinary research will incorporate sensory science, computer science and behavioural science where the successful candidate will design and evaluate immersive testing environments using virtual reality (VR), mixed reality (MR), and advanced projection technologies (immersive rooms) to create realistic, consumer-inspired environments. These approaches will provide insights into how context influences perception and decision-making. This project will investigate how contextual factors influence consumer behaviour, emotional responses, enjoyment and wellbeing. The PhD researcher will explore how behavioural signals such as movement patterns, facial behaviour and verbal response can be used to understand real-time consumer experience and emotions. The successful candidate will work directly with participants to design studies, collect behavioural and sensory data and develop pipelines for analysing consumer responses within immersive environments. pladis are a global snacking company behind iconic brands such as McVitie’s, Jacob’s, Carr’s, Go Ahead, BN, Flipz, and GODIVA. With a commitment to “bringing happiness with every bite”, pladis are sponsoring this PhD to drive the next generation of consumer-centric innovation. Through this collaboration, the project will generate tools and insights that support the future of consumer-centred innovation and product evaluation. We are seeking candidates with a background or strong interest in computer vision, Human-Computer interaction, AI, Data Science, XR (VR/MR/AR) technologies or related disciplines. You will gain multidisciplinary expertise in sensory and consumer science, behavioural psychology, experimental design and data science, whilst working closely with pladis to shape insights that influence real products enjoyed worldwide. This collaboration offers a rare opportunity to contribute to meaningful innovation across a portfolio of much loved brands and to support the company’s commitment to “happiness by design.” Why choose this project? This project offers a unique opportunity to apply computer science and data analytics to understanding human behaviour. The researcher will join the University of Nottingham’s Sensory Science Centre and Connect Nottingham accessing world-class facilities including an immersive room with 360° projection and multisensory control, VR, MR, behavioural tracking technologies (Dr Rebecca Ford). They will collaborate with experts in psychology (Dr Laura Wilkinson), human–computer interaction (Dr Paul Tennent), and benefit from training in experimental design and advanced analytics (Dr Alex Jones). The researcher will benefit from an experienced, interdisciplinary and supportive supervisory team and is suitable for applicants who enjoy collecting data from participants to combine technical innovation with real-world human applications. You will join a vibrant and inclusive community both within the University of Nottingham and within the broader Food Consortium IDLA Programme, where networking and relationship building with others on the programme is championed. An industrial placement with pladis will provide the opportunity to apply research outputs within a global food innovation environment to influence the future of consumer testing and product development. Start date: February 2027 Duration of award: 48 months Terms and conditions: Fully funded for four years by Food Consortium IDLA and pladis. The studentship covers UK tuition fees plus an enhanced annual UKRI stipend of £23,303 tax free. International students may apply but must cover the difference between Home and International fees, currently around £20k per year, increasing annually. Applicant qualification requirements: Applicants should hold a first or upper-second UK honours degree (or equivalent) in Computer Science, Computer Vision, Human–Computer Interaction (HCI), Data Science, or related disciplines. We are particularly interested in candidates with experience or enthusiasm for virtual, mixed or augmented reality (Unreal, Unity) and working with participants to collect data. Programming experience (e.g. Python, R, MATLAB, C++, JavaScript or similar) would be advantageous but is not essential. Candidates with a relevant Master’s or significant industry experience are welcome. Keywords: Computer Vision, Virtual Reality, Human–Computer Interaction, Behavioural Analytics, Consumer Research, Immersive Technologies, Computer Science.

Research areas