The Sensational Agency

Innovation & Brand

We
launch
before
you
launch

Ready for take off? We observe consumer behavior and challenge the norms to get you on the right path to growth. Together we create your next launch. We test, iterate, and improve. Always data-driven, always with impact.

We know what your customers want

Sharing our expertise

Treasure Hunt

Our game challenges teams to look further, dig deeper, and be creative.

Online beverage consumption tracker

Helping companies unveil their blind spots. A case on understanding away-from-home beverage consumption.

IKEA – Furnishing the future of single households

A study to improve housing access for vulnerable single-parent families.

From MVP to sensory congruent energy drink

Defining sensory attributes, using competitors as stimuli, and developing and optimizing the concept, pack designs, and recipes to launch Heineken's entrance to the market of energy drinks.

M Museum

Combining senses and art to create multi-sensory exhibitions that enrich experiences and evoke emotions.

Dreamfarm: Spreading Health & Sustainability - Reinventing Plant-Based Spreads

Reformulating recipes to achieve a Nutri-Score A without compromising on taste or consumer liking.

A strategic exploration of quality acceptance and perception in fruit retail

Identifying areas of improvement, devising effective marketing strategies, and ensuring a successful market launch.

Haystack Consulting’s sensory consultancy services

Haystack Consulting helps companies build and manage efficient sensory departments by providing setup, training, and ongoing support to ensure reliable insights and sustained success.

Passenger Satisfaction Research at Brussels Airport

Continuously improving products, services, and operations at Brussels Airport to meet passenger demands.

We tested with more than
‍2 million customers

We tested with more than 2 million customers

Whether you are a local, national, or international company, we understand where your audience is. Knowing people is our key to perfection. Let's make your brands and innovations a big success.

154+

Countries visited

200k+

Hectoliters beer tasted

1000+

Chocolate bars cheered

13+

Deep-dived industries

Don’t just take our word for it

"Great team to work with. Always innovating research agency for sensorial research!"

"Haystack brainstorms with us as a partner to create challenging, innovative, and custom-made projects."

"We have great professional experience with Haystack! They are reliable, dynamic, pleasant and highly flexible. They are specialised in sensory research among others."

"Haystack has a critical approach embedded in their company culture and methodologies. That is why we prefer to work with Haystack."

Spirited since ’74

We are an insights and consultancy agency working around the world with offices in Belgium and The Netherlands. We are where brands go to become sensational.

Join us Learn more