Research – New Sense Research

Sensory Evaluation

Sensory evaluation has been defined as scientific method used to Evoke, Measure, Analyze and Interpret those responses to products as perceived through the senses of Sight, Smell, Touch, Taste and Hearing.

Sensory research provides marketing and technology insights that help improve products and empower their business potential.

Sensory Test

Taste research examines the sensory attractiveness of newly developed products and existing products. Taste research allows us to understand the sensory profile of products, in relation to the definition of the marketing concept, while taking into account all the products’ sensory aspects: taste, texture, look, and smell. In the case of new products – the results of the research are a focalized improvement briefing guide, which translates consumer language into technological and marketing language. Consequently, improvements in the product raise its attractiveness among target audiences and influence their consumption habits and patterns. In the case of existing products – the results of the research asses the product’s sensory strengths and weaknesses among its target audiences, on its own and compared to competitor products on the market.
Taste research comprises a large variety of methodologies:

Monadic test – Evaluation of the attractiveness of a single product, on its own
Comparative test – Examination of existing products or products in development versus other versions, or versus their competitor products
Different test – Examining whether consumers experience products differently after modifications in raw materials or other technological changes
Tracking test – Understanding the attractiveness of market products versus their competitor products.

Sniff Test

Smell research examines the sensory attractiveness of fragrance-based products, such as cleaning supplies, detergents, cosmetics, and perfumes. The sense of smell is quite sensitive, compared to other human senses. Scientific studies indicate that smell can arouse emotional memories much stronger than visual or acoustic stimuli. Smell significantly affects our moods and our purchase and consumption habits. Smell research is a significant sub-category of sensory research, and requires professional and specialist knowledge and approach.

Audio Test

Audio research examines the sensory attractiveness of products that stimulate the sense of hearing. Usually, audio research focuses on evaluating the suitability of background sounds, music and songs to points of sale and service centers, as part of the sensory branding process. Music that accompanies consumers in their shopping significantly influences their enjoyment and satisfaction with the point of sale. Music influences consumers’ moods, so by choosing the right music we can enhance the purchase experience in the examined space.

Visual Test

Visual research examines new and existing packaging at points of sale as well as at control points at the development stage. When conducting visual research, we employ advanced data examination methods by using eye-tracking devices. Eye-tracking studies allow us to follow eye movements and focusing time. The results of the research provide us with a “heat map”, which allows us to evaluate the product’s saliency on the shelf, the details that attract consumers’ attention, and other important visual parameters.

Texture Test

Texture research examines textures as well as the sensory pleasure caused by different sensations created by touching various objects. Different fabrics produce different touch sensations: Felt, for example, produces a sensation of heat, while silk produces sensations of coolness, and denim causes sensations of stiffness. Touch research is the field of sensory research that is most relevant to the world of cosmetics and skincare creams.