Dr. Abdul Hannan Bin Zulkarnain is a sensory scientist specialised in digital technology and consumer behaviour at the Hungarian University of Agriculture and Life Sciences (MATE), Institute of Food Science and Technology. His research focuses on immersive sensory analysis and consumer behaviour at the intersection of food sensory science, culinary science, culinary arts, and human-centred digital technology. His expertise lies in building and validating virtual reality and augmented virtuality approaches for sensory evaluation with high ecological validity and strong measurement quality. 

Dr. Hannan’s work contributes to questions of how immersive environments shape sensory perception, emotional involvement, attention, and decision making compared with conventional testing contexts. His empirical work has assessed these mechanisms in settings ranging from traditional sensory evaluation conditions to virtual sensory laboratories and augmented virtuality-based consumer research, including studies on emotional involvement during VR sensory analysis and immersive approaches for sustainable food research. Across his research, he uses consumer sensory methods and sensometrics together with multimodal biometric tools, including eye tracking, facial expression analysis, electrodermal activity, and related psychophysiological signals, to quantify attention, emotion, and behavioural responses during tasting, choice, and label interaction. He also develops immersive research environments and experimental workflows using Unity and Unreal Engine, supported by C# and Python for system development, data processing, and analysis. 

This work is strengthened by his background in culinary science, culinology, and culinary arts, which allows him to connect real-world food preparation and product crafting with rigorous experimental methods and data-driven insight. He translates sensory and biometric evidence into consumer-relevant innovation, supporting product development strategies that align enjoyment, health, and sustainability. A key research stream addresses appetite regulation, including satiety and satiation, and examines how product properties and context influence perceived fullness, liking, and intake intentions. His research uses cross-cultural study designs to test whether sensory, emotional, and behavioural effects generalise across populations, supporting more reliable translation to healthy eating interventions and sustainability-oriented innovation. He is based in Budapest and collaborates widely across international networks in sensory science, food science and technology, digital sensory methods, and culinary innovation. In his free time, he enjoys exploring new foods and flavours and is passionate about baking and cooking, guided by the belief that enjoyable food experiences can support healthier habits and more sustainable eating choices.