Decoding the hidden half of innovation: how sensory insights unlock product success

What is sensory research?

Sensory researchis a scientific approach used to evaluate how products are experienced through the senses. Itʼs run by a trained panel of experts, working in controlled lab conditions designed to eliminate distractions and bias. The power of sensory research lies in the level of precision it delivers. Each panelist undergoes training, not only before joining the team, but again before every project, ensuring alignment with the specific product category. This enables the panel to create a precise sensory profile tailored to that product. The purpose of sensory research isnʼt to ask how the product makes people feel, but to uncover the exact technical and sensory performance of a product. This kind of clarity is essential for guiding product development in a targeted and efficient way.

Sensory research taps into all five senses (sight, sound, touch, taste, and smell) and is used across a wide range of industries. In oral care, expert panels describe the coolness of mint, or a numbing effect of the ingredients. In textiles, itʼs about how fabrics stretch, glide, or resist. Shaving appliances bring in sound and feel. The buzz of the motor, the smoothness on skin, the comfort after use. Packaging? Think of the satisfying click when you close a lid, the grain of a matte finish, or the exclusivity a packaging can bring. Even cars are tested for sensory impact. Interior materials, soundproofing, and that signature new-car smell all shape the driverʼs experience. In food and drink, it's everything from mouthfeel and crunch to flavor depth and sparkle intensity. Wherever senses are involved, sensory research sharpens the details that make products unforgettable. 

How is it different from consumer research?

Consumer research is the go-to method for understanding what people want. It tells you what people like. It captures opinions, preferences, and emotional reactions to a product, often from large groups of everyday consumers, untrained in sensory evaluation, but reflective of your target audience. Respondents share whether they like a product, how they perceive elements like taste or packaging, and whether they'd consider buying it. This kind of research is essential and helps gauge whether the product will succeed in the market. Itʼs based on real consumer perspectives, making it highly relevant and directional. At the same time, because it reflects subjective experiences, there can be limits when translating feedback into specific product adjustments. Thatʼs where sensory research comes in, offering complementary technical clarity. In short, consumer research tells you how people react. Sensory research helps explain what caused that reaction.

Real-life combination of consumer and sensory research

Take the example of a premium cookie brand, which wanted to develop two new recipes. The products went through four rounds of consumer testing, each involving over 100 participants carefully selected to match the brand's premium buyer profile. Every test produced rich feedback on taste, texture, packaging, and concept fit. And with each iteration, the product was adjusted and re-tested. But after three rounds, the results were still underwhelming. Nothing quite clicked. Consumers were curious, but not convinced. The brand had insights, but no clear direction.

This is where sensory research entered the picture. We brought in the sensory expert panel to evaluate the cookies against competitor products and to understand why the cookies missed the mark. Where consumers might say a cookie was too soft or too hard, the sensory panel offered much more depth and distinction. They evaluate texture dimensions like crispiness, crunchiness, hardness, chewiness, denseness, graininess, smoothness, airiness, flakiness, and moistness, each with a distinct sensory meaning. The panel objectively identified the productʼs sensory profile, which allowed the R&D team to act on concrete and technical insights when refining the products. The next round of consumer testing told a different story. The new recipes stood out. Purchase intent jumped. The texture and flavor balance finally landed. The product was ready for launch.

Now imagine if sensory research had been partof the processfrom the beginning. Instead of three rounds of trial and error, the team could have gone straight to what mattered. No costly re-dos. No wasted time. Just faster, smarter decisions rooted in complete understanding. Thatʼs the value of pairing consumer and sensory research from day one.

What it all comes down to

Consumers decide in seconds. One glance at the packaging. One bite of the product. Thatʼs all it takes. If it doesnʼt deliver the full experience, thereʼs no second chance. Doing sensory research might sound like an extra step, but hereʼs what most people get wrong. Sensory doesnʼt slow you down. It speeds you up. Skip it, and you might find yourself circling through revisions without a clear fix. Include it, and you move with clarity. Bringing the two together is where the real magic happens. Because what we see, smell, feel, and taste is the brand. And in a world where competition is fierce and loyalty is fragile, your product canʼt just be liked. It has to be remembered. Thatʼs what sensory does. It turns good into unforgettable. And thatʼs how you create products people come back for.

For more information: sensory@haystack-consulting.com

‍