3d rendering

Sensory is a specialist area of market research that provides insights into the use of our senses (sight, smell, taste, touch and hearing) when evaluating consumer products. 

Sensory research is used to help our clients design better, more successful products with a great product experience, to ensure consumer satisfaction, repeat purchase and loyalty.

Throughout the product development process, we have a range of tools to help you:

Scope where to play and spotting growth opportunities

Build winning products (either new or refining current in-market)

Launch successful propositions through packaging and range optimisation

Scoping where to play

Category appraisal to identify opportunities

A sensory category overview identifies NPD opportunities and where there are gaps in the market for new products, informing your business’ innovation strategy.

Creating / evaluating winning ideas

Winning concepts are identified early in the development cycle, screening ideas for their potential prior to investing in the development of prototypes.

Building winning products

Consumer sensorial workshops

Collaboration sessions using a combination of sensory evaluation and qual focus groups ‘on steroids’ provide an incredibly insightful hands-on approach for a product development team. It enables them to more fully understand consumers’ expected / ideal experience within a product category, gives specific understanding of consumers’ preferences for different attributes of a potential new product, and how any prototypes are delivering to these expectations.

Sensory evaluation

Prototypes are evaluated by a robust sample of consumers, providing clear direction on how products can be optimised to enhance appeal and performance prior to launch.  We can test competitor products, new or modified products, or reformulated products – to provide product optimisation recommendations ensuring limited risk to your business.

In-home testing​

In-home testing offers the closest indication of how products will perform once launched. Products are evaluated in home over an extended period of time, with participants using and preparing products in their own manner, as they usually would.

Deep-dive Sensory​

Qualitative methods (in-person or online) are used in conjunction with sensory evaluation to provide a depth of understanding in specific areas, adding a richness to sensory results to further explore behaviours, attitudes, and reactions to products/concepts, and bring the consumer voice alive through video.

Optimising launches

Packaging evaluation

At any point in the creative process, from concept to finished form, research allows for consumer feedback to inform design optimisation before any significant decisions or investment are made.  We can test pack visibility and on-shelf impact, pack functionality (either in-lab or at home), along with System 1 evaluation of design aesthetics to determine best fit with the product and brand’s strategic positioning.

Range optimisation

We determine the best combination of products or flavours to deliver the greatest market reach.

Jessica Del Rosario

Head of Sensory
[email protected]

Our Insights

Kantar give STEM students a taste of the business world
We were delighted to answer the call for help from Hobsonville Secondary School who wanted to bring the world of business into their integrated business studies and math class. Enter a busload of teenagers to our Sale St offices where they were introduced to the mysterious world of market and sensory research.
Read more
Tidy Kiwis are becoming more considerate
It’s impossible to deny the sharp increase in consumer awareness and consideration for our environment. Research by Colmar Brunton shows that for three quarters of New Zealanders, purchase decisions are influenced by environmentally friendly packaging.
Read more
NZ Sensory and Botanicals
Colmar Brunton’s sensory team gave a behind the scenes experience of their purpose built state of the art sensory lab right here in Auckland at a special event with The Botanical Distillery and the Tea Master Blender from Tia Ora.
Read more
Concept testing – Identifying winning ideas
We can help your business to drive innovation and growth by identifying ideas and concepts that are the most appealing and relevant to your consumers.  Concept testing research puts consumers in the driving seat to decide which ideas hold the greatest potential; screening ideas early in the development cycle.
Read more

Ka kite anō au i a koe

Thank you for visiting. Please get in touch to talk to our trusted experts about how our market or social research can help your organisation.

Get in touch

This field is for validation purposes and should be left unchanged.

Our Office

Level 1/46 Sale Street,
Auckland 1010
T (+64) 9 919 9200
Find us