Abdul Hannan Bin Zulkarnain

Phd candidate in food science (Sensory science)

Hungarian University of Agriculture and Life Sciences (MATE)

About

Abdul Hannan is dedicated to serving the food industry with unwavering enthusiasm and a commitment to meeting consumer demands with acute sensibility. Raised in Malaysia, where the cultural significance of food is paramount, he recognizes the importance of embracing one's heritage and gaining profound knowledge of cultural specialties.With a background in culinary arts, specifically specializing in pastry and bakery, Abdul Hannan's passion for food goes beyond the surface. His inquisitiveness is rooted in the science of food, appreciating its uniqueness and elegance, which seem to form a distinctive language of their own.A recipient of the fully-funded Stipendium Hungaricum scholarship for his PhD and MSc, Abdul Hannan is currently a PhD candidate in the doctoral school of Food Science at the Hungarian University of Agriculture and Life Sciences (MATE) in Hungary. He holds a BSc in Culinology, focusing on Food Product Development from Taylor's University Lakeside Campus, Malaysia, and an MSc in Food Safety and Quality Engineering from the University of Debrecen, Hungary.Abdul Hannan's professional expertise lies in sensory analysis, particularly within the realm of gastrophysics. His specific interests encompass food product development, consumer behavior, statistics, and innovative studies in neuromarketing, employing technologies such as Virtual Reality and Eye Tracking.As a dedicated professional in the field, Abdul Hannan brings a wealth of knowledge and a multifaceted skill set to the forefront, ensuring a comprehensive understanding of the intricate interplay between culinary artistry, scientific principles, and consumer preferences.Get in touch!

Education Journey

Associate Degree (Diploma)
March 2012 - July 2014

Bachelor Degree
August 2014 - December 2017

Master Degree
September 2019 - June 2021

PhD Degree
September 2021 - July 2025 (Planned)

Research

Abdul Hannan's passion lies in the fascinating intersection of consumer behavior, statistics, and neuromarketing, with a focus on cutting-edge technologies. His doctoral research delves into an innovative realm: the application of eye-tracking and virtual reality in consumer sensory evaluations.In this immersive journey, Abdul Hannan explores the dynamic synergy between eye-tracking (ET) and virtual reality (VR), two rapidly evolving fields. Eye-tracking has proven its prowess in deciphering the intricate link between eye movement and food choice, evaluating label designs, and even predicting consumer preferences. Meanwhile, virtual reality emerges as a transformative technology, enabling the creation of virtual scenes for research participants. This becomes especially advantageous when stimuli are challenging to modify.The fusion of ET and VR opens up a realm of endless possibilities in the analysis of consumer behavior. By working with image and video stimuli, Abdul Hannan crafts detailed experiments that yield reliable results. Virtual reality allows him to create diverse scenarios, providing insights into consumer behavior in various situations.Abdul Hannan's pursuit extends beyond mere exploration; he seeks to master the intricacies of ET and VR. Being at the forefront of these technologies in scientific literature, he aims to establish best practices, unveiling key factors influencing the quality of measurements. His journey promises not only the introduction of new methods but also the innovation of data analysis procedures. The combined results from these tools offer an abundance of data, providing a comprehensive understanding of participants' behavior and activities during tests.In Abdul Hannan's world, the convergence of technology and consumer insights is not just a study—it's an adventure into the uncharted territories of scientific exploration, paving the way for groundbreaking methodologies and a deeper understanding of the human experience in the realm of consumer choices.

Latest Publication

• Enhancing consumer sensory science approach through augmented virtuality
• Immersive sensory evaluation: Practical use of virtual reality sensory booth
• Unveiling aromas: Virtual reality and scent identification for sensory analysis
• Self-Assessed Experience of Emotional Involvement in Sensory Analysis Performed in Virtual Reality
• Assessment of a virtual sensory laboratory for consumer sensory evaluations
• Eye-tracking analysis on product labelling
• Odors Change Visual Attention
• Virtual reality applications in food science

Contact

Hungarian University of Agriculture and Life Sciences (MATE),
Institute of Food Science and Technology
Department of Postharvest, Supply Chain, Commerce and Sensory ScienceH-1118, Budapest, Villányi út, 29-43.Email:
[email protected]
[email protected]