Why sensory research helps brands stay ahead of food trends

Marketing Week takes part in sensory research to find out why brands are testing the five senses to engage consumers and stay ahead of the competition.

Scrutinising the taste, testing the feel and taking in the sight, sound and smell of food and non-food products – and applying scientific analysis, encompasses sensory research.

Marketing Week visits Marketing Sciences purpose built laboratory to try out a few basic taste tests that panellists go through before they become ‘supertasters’ for branded products.

Head of the sensory unit, Dr Debbie Parker explains why UK and international brands are seeking analysis from the company in order to stay one step ahead of trends and the competition.

For example, Danone wanted enter the dessert market with a low fat product without compromising taste so used a combination of sensory profiling and consumer research before the launch of Shape Delights.

The consumers gave insight into the products they liked and sensory profilers provided detailed information on how these products differed, and analytics combined the two data sets to understand key drivers of taste and optimise the taste of Danone’s proposed product.

Watch the video for an interview with Parker and to see what goes on inside a sensory lab and why.

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