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Sensory research Definition

Product testing using any or all of the five senses.

Sensory research involves analyzing and understanding how consumers perceive and respond to sensory stimuli like taste, smell, sight, touch and sound. In market research, it focuses on evaluating the sensory experiences of products to optimize their sensory appeal, packaging and overall consumer satisfaction.

Who relies on sensory research in market research?

Food and beverage companies, cosmetic manufacturers, consumer goods businesses and industries emphasizing sensory experiences rely on sensory research. They use this research to create products that align with consumer preferences and provide memorable sensory interactions.

Why should I care about sensory research in market research?

Understanding sensory research is essential for crafting products that resonate with consumers on a sensory level. If you're involved in product development, marketing or customer satisfaction, this knowledge helps you create offerings that deliver positive sensory experiences, enhancing consumer loyalty and success in the market.

Why is sensory research important in market research?

• Sensory research ensures products meet consumer expectations in terms of taste, appearance, fragrance and more.
• It helps identify what sensory elements drive consumer preferences and purchasing decisions.
• Utilizing these insights allows businesses to fine-tune their products and strategies for maximum appeal and competitive advantage.