Experience products through every sense
At Haystack Consulting, we measure how products are perceived through the senses, before opinions or choices come into play. Our Sensory Research team delivers objective, scientific measurements of taste, texture, aroma, sound, and visual attributes, supporting evidence-based decisions on product performance, consistency, and differentiation.
About the methodology
What is Sensory?
Sensory research provides an objective, systematic evaluation of a product’s sensory characteristics as perceived by trained assessors. Rather than measuring preference or liking, it focuses on describing what a product is like: its taste, aroma, texture, sound, and appearance. Through standardized methods and controlled conditions, sensory profiling reveals a product’s unique sensory fingerprint, the set of attributes that define and differentiate it.
Precise Science, Trained Senses
At Haystack, sensory profiling is a scientific approach, powered by highly trained people. Our sensory scientists run descriptive tests and discrimination tests. Our expert panelists are carefully selected and trained to consistently detect, describe, and score even subtle product differences.
Turning Measurements into Meaning
Once the data is in, we turn numbers into clear insights. Sensory results help teams understand how products perform, where they differ, and how they can be improved, whether that’s refining a formula, guiding innovation, or strengthening a position in the category.
Why Sensory Research matters
Every product leaves a sensory impression. Understanding it can transform the way you create, improve, and sell. Think of it as giving your product a sensory roadmap: you’ll know what makes it special, what works, and how to make it even better.
Design products that stand out
Pinpoint the flavors, textures, aromas, sounds, and visuals that make your product memorable and unmistakable.
Deliver consistent quality every time
Ensure every batch or reformulation tastes, feels, and looks exactly how your customers expect.
Innovate with confidence
Use real sensory data to improve existing products, reformulate recipes, or launch new ones that truly resonate with your audience.
Start working on your Sensory Research now
The story of Haystack Consulting starts with sensory science. We have decades of experience combining rigorous sensory measurement with behavioral and emotional understanding to help brands build products that people can feel, not just taste or use.
Ideal Partner
Sensory Science Is Our Foundation
Sensory research is at the core of what we do. With decades of experience, Haystack Consulting delivers objective sensory measurements that help brands design products with consistent performance across markets and over time.
We bring together sensory scientists, consumer researchers, data analysts, and product experts to understand how product attributes drive performance and differentiation. From early-stage innovation to post-launch optimization, we help identify the sensory levers with the greatest impact and turn insight into confident decisions.
Unique process
Our Sensory Research Capabilities
We offer a complete range of sensory research services to support both immediate project needs and long-term capability building
Expert Sensory Panel Testing
We work with a highly trained sensory panel to conduct descriptive and analytical tests such as Quantitative Descriptive Analysis (QDA), Degree of Difference (DOD), temporal methods (such as Time Intensity (TI), Temporal Dominance of Sensations (TDS)) and mapping method. All testing is performed under controlled conditions in our two sensory labs, ensuring precise, objective, and repeatable measurement of product attributes across both food and non-food categories.
Discrimination Testing with Screened Consumers
For difference testing, we can also use a pool of carefully screened consumers to run methods such as triangle and tetrad tests. Participants are screened for sensory sensitivity but remain untrained to preserve naïve consumer-like responses. This allows clients to conduct robust discrimination studies without relying on internal employee panels, which are often difficult and time-consuming to organise.
Sensory Consultancy Support
Beyond testing, we provide sensory consultancy to help companies strengthen their internal sensory capabilities. This includes supporting the setup and training of internal sensory panels, advising on test design and best practices, and offerin ongoing online or remote assistance when needed.
Brand aligned
A partner who connects choice, emotion, and brand identity
We help you design sensory strategies that are consistent with your brand promise and emotional territory.
Sensory precision
Expert panels and validated methods ensure objective, repeatable results.
Emotional connection
Link sensory attributes to consumer feelings and meaning.
Behavioural relevance
Combine sensory data with quantitative consumer evaluation to ensure practical insight.
Collaborative activation
Our (optional) workshops turn data into direction, empowering teams to act with confidence.
Your Sensory Profiling Journey
Every sensory profiling project is a journey from design to data. Our structured yet flexible process ensures you get accurate measurement, possible understanding behind consumers' emotions, and clear direction on what to do next.
Alignement
Define objectives, category context, and desired outcomes.
Fieldwork
Conduct sensory evaluation.
For example,in a QDA, we usually start with a project-specific training to familiarize the panel with the products, practice the protocols, and align the panel on key attributes. After this training, the QDA test takes place in our controlled sensory booths to ensure accurate and consistent results.
Report & Debrief
Process sensory data.
Design
Select methodology, panel, and sensory attributes.
Analysis
Process sensory data.
Alignement
Define objectives, category context, and desired outcomes.
Design
Select methodology, panel, and sensory attributes.
Fieldwork
Conduct sensory evaluation.
For example,in a QDA, we usually start with a project-specific training to familiarize the panel with the products, practice the protocols, and align the panel on key attributes. After this training, the QDA test takes place in our controlled sensory booths to ensure accurate and consistent results.
Analysis
Process sensory data.
Report & Debrief
Deliver clear report with visual outputs, and give structured debrief to support formulation and design decisions.
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."
Ready to shape your sensory story?
Every product has a signature that people can feel. If you are ready to uncover yours and turn sensory data into brand value, our team would love to connect.
Frequently asked questions
If you are exploring sensory profiling for your products, you might have questions about how it works, what it delivers, and how it fits within your innovation or quality processes. Below you can find the most frequently asked questions about sensory profiling.
What kind of products can be tested with sensory profiling?
We work across categories, from food and beverages to personal care, home care, and beyond. Any product that engages the senses can be evaluated.
Do you work with trained sensory panels or consumers?
It depends on the objective of the study. For sensory profiling, we work with our highly trained sensory panel, a team of 90 expert panelists with decades of experience evaluating both food and non-food products. These specialists are rigorously selected, extensively trained, and calibrated to deliver objective, repeatable results that describe the product’s sensory characteristics with scientific precision.
Can sensory profiling support innovation projects?
Yes. Sensory insights are often used to guide concept development, prototype refinement, and final product design before launch.
Do you have sensory panels in different countries?
We often get this question, but for most projects, multiple local panels are not necessary. Our Belgian sensory panel is highly trained and fully objective, allowing it to deliver reliable results across markets. Because sensory profiling measures physical product attributes rather than cultural preferences, a single, well-calibrated panel provides consistent, comparable data for any country. With over 50 years of experience, our team manages a pool of 90 trained panelists specializing in both food and non-food categories. Many have been performing sensory evaluations for more than 18 years. This expertise, combined with rigorous training and standardized serving conditions, ensures accurate and repeatable results that translate globally.
How do you connect sensory results to brand meaning?
We link sensory and emotional data through our proprietary frameworks, showing how sensory performance supports your brand’s positioning and promise.
What is Quantitative Descriptive Analysis?
Quantitative Descriptive Analysis (QDA) is the scientific measurement of how a product performs through the senses. Using our highly trained panel of 90 experts, many with over 15 years of experience. We quantify attributes like flavor, texture, aroma, and appearance to create an objective sensory fingerprint. Unlike consumer testing, QDA doesn’t measure liking but reveals what defines a product’s character and consistency. With over 50 years of sensory expertise, our panel’s precision and memory make every result reliable, comparable, and actionable.
What kind of output will we receive?
You will receive a full sensory profile and recommendations for optimization, as well as visual sensory maps, line plots and workshop sessions for activation.
Start Your Sensory Profiling Journey Today
Every product has a signature people can feel. With Haystack Consulting, you can understand every sensory dimension and turn that knowledge into consistent product performance and category distinction.
