The main focus is to promote further research on consumers' attitude towards food and analysis of the market needs and desires, to lead tasting and sensory evaluation and to promote further participation in domestic and foreign research that focuses on sensory evaluation and consumer research.

Number of sensory evaluation and consumer projects are completed for companies each year in which the consumers' response to new or modified products are analyzed. Sensory evaluation judges are trained by Matís on a regular bases and material on sensory evaluation on different foodstuff is prepared annually.

Due to the wide knowledge by Matís' employees, it has been the responsibility of the company to lead the sensory evaluation at the University of Iceland, University of Akureyri, and the United Nations University - Fisheries Training Programme (UNU-FTP).

A three year project on attitudes and fish consumption of young people in Iceland, completed recently. The results from this project have received great attention. The results can be found here (in Icelandic, abstract in English on page 3).