Sensory

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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.

Beth Rundle
Beth Rundle

Head of Innovation and Sensory
Beth.Rundle@kantar.com

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