How we do it.

Sensory science meets NPD.

Creating a bridge to the intangible world of the human senses is not easy. Perhaps that’s why so many brands concentrate on just what consumers can tell us about their products.

However, by peeling back the layers of the human senses we can build up a more complete picture of the full

sensory product experience.

Whether it’s for

new product development

or modifying and reformulating existing ones, an in-depth, actionable understanding of the senses is crucial to success.

To create a complete picture we need to combine our expert

sensory profiling


sensory analysis

with consumer perception. By blending these together, we can not only understand the complex sensory profile but understand how people perceive and talk about your product. These two things together ensure that this sensory science breaks out of the lab, with insights that are both powerful and actionable.

Our sensory testing methods.

The world of sensory analysis is a bit of a minefield, so we work in collaboration with you to craft the best combination of techniques to give you the most actionable insights.

While there is no chance we can tell you everything about how we approach sensory research in a single paragraph, what sort of approaches do we commonly use?

To understand the sensory profile of products,

Quantitative descriptive analysis

(QDA) helps to list out all the possible descriptions and profile them. Whilst Time Intensity Testing can measure how the strength of these characteristics changes over time, pinpointing the highs and lows, building a full temporal picture.

With a reformulation, the whole point is that people do not notice a difference. Difference/Discrimination Testing can help accurately measure whether these differences between products can be distinguished.

Optimisation Modelling creates a predictive model based on consumer liking, helping to inform product design or product formulation and the effect on consumer attitudes, helping to develop ‘the best’ product.

Why sensory analysis is important.

Sensory analysis is crucial to a product’s success. While concentrating on all the other areas of product design and communication are also key, sensory science seeks to optimise the product itself. Without a great product experience, how can we expect success?

Whether we are trying to understand where your product sits in relation to competitors, building a sensory blueprint for your R&D teams or anything in between, our sensory scientific expertise will ensure that no stone will be left unturned as we seek a more complete understanding of your product.

Give us your challenge.

Our sensory experience spans many different categories – contact us to talk about your category.