ASCER Launches 4senses Project

Castellon, Spain, October 31, 2007—A new project to study how human senses relate to buying decisions has been launched by the Spanish Ceramic Wall and Floor Tile Manufacturers’ Association (ASCER).

The 4senses project is being headed by ASCER along with the Biomechanics Institute of Valencia (IBV) and the Institute for Ceramic Tile Technology (ITC) and is expected to run for three years.

The aim of 4senses is to develop an understanding of human beings’ multi-sensory interaction with their surroundings that will lead to the ceramic tile industry developing new products and technological services.  The initiative will try to understand how the senses relate with their environment and apply the findings to the industry.

A number of studies have highlighted how important the user’s sensory experience is in assessing products and surroundings and in making purchasing decisions. One of these was the DRAC project undertaken by ASCER in 2005 and 2006 in conjunction with the IBV and the ITC.

Two of its main strategic objectives gave rise to 4senses:  to devise a strategy that would lead the industry toward selling integral projects, and create environments and solutions that go way beyond ceramic tile, and to make the user an integral part of the value chain.