Isabelle Lesschaeve
Canada
I always wanted to be a researcher, and that's what I do for living. I study the factors driving consumer choice and preference for fruits, vegetables, flowers, and wines. Is it all about appearance or taste? or packaging? or personal beliefs and values?
Why bother? 50-80% new products fail on the market, usually because researchers have not done their homework correctly, i.e. they have not integrated consumers insights from day 1.
I grew up in a wine region and have always lived in wine countries. Probably because I love wine!
My passion for wine led to a great partnership with Dr Ann Noble (Prof Emeritus at UC Davis) and the Wine Aroma Wheel. Demystifying the rituals of wine tasting is my motto!