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COMFOCUS · Project

Unified European Platform for Understanding Why Consumers Choose What They Eat

foodTestedTRL 5Thin data (2/5)

Imagine every country in Europe studies how people pick their food differently — different surveys, different lab methods, different ways to store data. It's like everyone speaking a different language. COMFOCUS built a shared online platform that brings 10 major research labs together so they all measure food choices the same way. Think of it as a "Google for food consumer research" — one place where food companies and scientists can search harmonized data, run analyses, and actually compare results across countries.

By the numbers
10
Key research infrastructures integrated across Europe
16
Research partners in the consortium
11
European countries covered
58
Total project deliverables produced
3
Industry partners in the consortium
2
SMEs participating in the project
The business problem

What needed solving

Food companies spend heavily on consumer research but get fragmented, incomparable results across European markets because every lab uses different methods and data formats. When you launch a product in 5 countries, you effectively need 5 separate consumer studies that cannot be meaningfully compared. This makes pan-European product decisions slower, more expensive, and less reliable than they should be.

The solution

What was built

COMFOCUS built a knowledge platform with 4 key tools: a harmonized protocol search tool for finding standardized research methods, a scientific analysis and visualization tool for cross-country data comparison, a representational learning tool that maps consumer concepts using machine learning, and a central toolbox linking all of these together. The project produced 58 deliverables in total across its 4-year run.

Audience

Who needs this

Food manufacturers running consumer testing across multiple European marketsMarket research agencies serving FMCG clients with cross-border studiesGrocery retail chains optimizing product assortments based on consumer behaviorFood tech startups validating new product concepts with consumersPublic health organizations studying dietary choices across populations
Business applications

Who can put this to work

Food & Beverage Manufacturing
mid-size
Target: Mid-to-large food producers developing new products or reformulating existing ones

If you are a food manufacturer struggling to predict how consumers will react to new recipes or healthier reformulations — this project built a knowledge platform and scientific analysis tools that let you access harmonized consumer research data from 10 European research labs across 11 countries. Instead of commissioning expensive one-off studies, you can tap into standardized protocols and cross-country consumer insights to make product decisions with far better data.

Market Research & Consumer Insights
any
Target: Consumer research agencies serving FMCG clients

If you are a market research firm that runs food consumer studies but finds it impossible to compare results across different European markets — COMFOCUS developed a harmonized protocol search tool and a FAIR-compliant data platform with 58 deliverables covering standardized measurement procedures. This means you can offer clients truly comparable cross-market consumer data instead of stitching together incompatible national studies.

Retail & Grocery
enterprise
Target: Supermarket chains and online grocery platforms optimizing product assortments

If you are a grocery retailer trying to understand why consumers pick certain products over others and want science-backed insights rather than guesswork — this project created visualization and analysis tools built on consumer science data from 16 research partners. The representational learning tool can map consumer preferences across categories, helping you design store layouts and assortments grounded in actual behavioral research.

Frequently asked

Quick answers

What would it cost my company to access COMFOCUS tools and data?

COMFOCUS offered transnational and virtual access to its research infrastructure through open calls, which were typically funded for external researchers during the project period (2021-2025). Now that the project has closed, access terms to the knowledge platform at comfocus.eu may vary. Contact the coordinator to discuss current access options and any associated costs.

Can this scale to cover our markets across Europe?

The platform was specifically designed for European scale, integrating 10 key research infrastructures across 11 countries (DE, DK, ES, FI, IT, NL, NO, PT, SI, SK, UK). The harmonized protocols ensure data comparability across all these markets, so cross-border consumer insights are built into the system's design.

Who owns the intellectual property — can we license the tools?

The consortium of 16 partners, led by Wageningen Research, holds the IP. The project operated under FAIR data principles and Responsible Research & Innovation, which generally favors open access. Licensing terms for the toolbox, analysis tools, and knowledge platform would need to be discussed with the coordinator directly.

How mature are these tools — are they ready for commercial use?

The project delivered 58 deliverables including a functional toolbox installed on the COMFOCUS Knowledge platform, a harmonized protocol search tool, a scientific analysis and visualization tool, and a representational learning tool. These were tested with external researchers through open calls, but they were built primarily for the research community, not as commercial software products.

Does COMFOCUS comply with data protection regulations?

The project was built on FAIR principles (Findable, Accessible, Interoperable, Reusable) and Responsible Research & Innovation guidelines. Based on available project data, GDPR compliance would have been required given the EU funding and the nature of consumer data involved, but specific compliance certifications are not detailed in the project description.

What kind of consumer data is actually available?

The platform covers both conventional self-reported consumer data (surveys, questionnaires) and more objective emerging food consumer science methodologies (behavioral measurement, sensory analysis). The harmonized protocols ensure these different data types are collected and stored in standardized, comparable formats across all participating research labs.

How long before we could integrate this into our R&D workflow?

The COMFOCUS Knowledge platform and toolbox are already built and were operational during the project period ending February 2025. Integration time would depend on your specific needs — accessing the online platform could be immediate, while embedding harmonized protocols into your own research processes would take longer. The project website at comfocus.eu is the starting point.

Consortium

Who built it

The COMFOCUS consortium brings together 16 partners from 11 European countries, led by Wageningen Research — one of the world's top agricultural research institutions. The mix is heavily academic: 8 universities and 4 research organizations form the core, with only 3 industry partners (19% industry ratio) and 2 SMEs. For a business looking to work with this project, this means the science is credible and deep, but the tools and platform were designed with researchers as the primary users, not commercial teams. The geographic spread across DE, DK, ES, FI, IT, NL, NO, PT, SI, SK, and UK gives genuine pan-European coverage for consumer research data.

How to reach the team

Stichting Wageningen Research (Netherlands) — use SciTransfer's coordinator lookup service to find the right contact person

Next steps

Talk to the team behind this work.

Want access to COMFOCUS's consumer science tools or data for your product development? SciTransfer can connect you with the right people at Wageningen Research and help you navigate the platform. Contact us for a tailored briefing.

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