Haystack Consulting

Human understanding. AI speed.
Creating value that matters.

We are your global strategic research partner

‍By blending human curiosity, inventiveness, hybrid research expertise - sensory, qualitative & quantitative research, advanced data science - and AI-powered capabilities, we bring clarity, confidence and long-term value as we deliver more than just insights. We turn complex human understanding, what people say, do, feel and experience (sense!), into clear, actionable business directives.

Quarterly insights

Our Virtual Audiences learning curve

How we learned, evolved, and unlocked their full potential. At Haystack, our ambition was simple: make qualitative research more agile, more inclusive of underrepresented voices, more scalable, and more accessible. That ambition sparked a journey. Today, that journey has led us to a powerful new capability: Virtual Audiences. But our way of working with Virtual Audiences did not fall into place instantly. It grew through curiosity, experimentation, and a great deal of learning. In this article, we take you along that learning curve, showing how our approach evolved, what we discovered along the way, and how Virtual Audiences now support us in faster and more flexible decision-making.

November 26, 2025

Quarterly insights

From snapshots to journeys: Why temporal sensory methods matter more than ever

Consumers don’t experience products in a single moment. They experience them over time. From the first bite or sip to the lingering aftertaste, sensory perception is dynamic. Increasingly, our clients recognize this reality and ask deeper questions: How does flavour develop? When does bitterness peak? What happens after repeated consumption? This growing interest in dynamic measurements marks a shift in sensory thinking, recognising that static measurements alone no longer capture how product experience evolves over time. To truly understand how products perform in real life, temporal sensory methods are becoming essential.

February 25, 2026

Quarterly insights

From hype to health — what’s really behind the growing curiosity for weight-loss medication?

Interest in weight-loss medication is growing. From medical professionals to social media influencers, we hear about it more and more. But where does public opinion stand in Belgium and The Netherlands?

October 30, 2025

We know what your customers want

Listen

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Qualitative Research

People are complex. That's why we go beyond what consumers say to understand why they feel it. Our qualitative toolkit uncovers the motivations, tensions, and human stories that numbers alone can't tell.

Mesure

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Quantitative Research

Data tells you what. We help you understand why it matters. Our quantitative toolkit measures consumer behaviour at scale, turning numbers into decisions you can act on with confidence.

Taste

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Sensory Research

Every product leaves a sensory impression. That's why we measure its taste, texture, aroma, sound, and appearance. Our sensory science turns product attributes into the objective insights that guide better decisions.

Sharing our expertise

Passenger Satisfaction Research at Brussels Airport

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

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.

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.

Dreamfarm: spreading health & sustainability - reinventing plant-based spreads

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

M Museum

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

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.

IKEA – Furnishing the future of single households

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

Online beverage consumption tracker

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

Treasure Hunt

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

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.

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