Understanding products through every sense
At Haystack, we believe products are experienced through the senses long before they are judged. Through sensory science, our Sensory Profiling service delivers objective insights into how people respond to taste, texture, scent, sound, and visuals, helping you design products that truly connect. We translate sensory data into actionable insight that helps brands craft experiences people remember, prefer, and choose again.
About the service
What is sensory profiling?
Sensory profiling is the science of measuring how products are perceived through the senses. As opposed to subjective metrics such as liking and preference, sensory profiling maps out the sensory DNA of your product, revealing how attributes like flavor, texture, aroma, or visual design drive consumer response.
Scientific measurement meets emotional insight
Our sensory specialists design and run descriptive analyses using validated methods like QDA and spectrum profiling. Panelists are extensively trained to detect, describe, and score product characteristics with consistency and accuracy across time.
From data to differentiation
By connecting sensory and emotional cues, we show how your product’s characteristics shape perception, drive purchase, and strengthen brand identity.
Why sensory profiling matters
Every product creates a sensory impression. By understanding sensory perception, you can design experiences that connect emotionally, deliver consistent performance, and stand out in the market.
Design products people remember
Identify the sensory cues that make your product distinctive and desirable, from taste notes and texture to sound, color, or scent.
Balance science and emotion
By understanding sensory perception, you can design experiences that connect emotionally, deliver consistent performance, and stand out in the market.
Build category leadership
Use sensory profiles to guide product renovation, innovation, and quality optimization, ensuring your brand delivers on its promise with every experience.
Start working on your sensory profiling now
At Haystack, sensory science is where our roots lie. 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
Why partner with Haystack for sensory profiling
We bring together sensory scientists, consumer researchers, and data analysts to explore how product experiences connect with consumer meaning. Our approach is not about isolated attributes but about creating a full sensory picture that links to your brand’s promise. From early-stage innovation to post-launch optimization, we help you pinpoint the sensory levers that drive preference and loyalty.
Unique process
Built for depth and direction
Our process combines validated sensory methods with behavioral and emotional measurement, so you can see both how your product performs and why it matters.
Where science meets feeling
We run descriptive panels, emotion mapping, and implicit association testing to capture the full experience of a product. Through multivariate modeling, we link sensory data with consumer liking, emotional response, and brand equity.
From profiling to performance
We translate results into clear stories, sensory maps, and design recommendations. Whether you are reformulating, innovating, or repositioning, we guide your teams from insight to execution.
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.
Behavioral 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.
How we build your sensory profiling journey
Every sensory profiling project is a journey from data to design. Our structured yet flexible process ensures you get accurate measurement, emotional understanding, and actionable recommendations.
Alignment
Define objectives, category context, and desired outcomes together.
Fieldwork
Conduct sensory evaluation with trained panels and consumer tests to gather both objective and emotional data.
Activation
Deliver sensory maps, narratives, and innovation workshops that guide formulation, design, and communication.
Design
Build the sensory study framework, selecting methods, panel types, and attributes.
Analysis
Combine sensory results with emotional and behavioral data to reveal key product drivers.
Alignment
Define objectives, category context, and desired outcomes together.
Design
Build the sensory study framework, selecting methods, panel types, and attributes.
Fieldwork
Conduct sensory evaluation with trained panels and consumer tests to gather both objective and emotional data.
Analysis
Combine sensory results with emotional and behavioral data to reveal key product drivers.
Activation
Deliver sensory maps, narratives, and innovation workshops that guide formulation, design, and communication.
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 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.
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.
Start your sensory profiling journey today
Every great product starts with a feeling. With Haystack’s Sensory Profiling, you can understand exactly how your product performs through every sense and how those experiences shape memory, preference, and brand love. If you are ready to design products that people truly connect with, our team is here to help.
