Luis Guerrero), PhD in Social Psychology, Food Engineer and B.A. in Marketing, has more than 30 years of experience in the study of sensory properties of food products and consumer behaviour at the Institute of Agrifood Research and Technology (IRTA). Dr Guerrero has focused his research activity on sensory analysis, sensometrics and measurement of consumer behaviour in food-related issues. He has an extensive experience in measuring and understanding consumer behaviour from multidisciplinary approaches (psycho-social, marketing and intrinsic product characteristics) and has explored, developed and applied different methods to understand and predict human behaviour in food-related issues through qualitative, quantitative, rational, emotional (self-reported and behavioural neuroscience), face-to-face or virtual techniques. He is a founding member of the Spanish Association of Sensory Analysis (AEPAS), responsible of the Statistics Working Group of the International Olive Oil Council (COI) and professor of statistics, sensory analysis, and consumer behaviour in various master’s degrees.