Sensory research is about understanding what drives product preference and decision making. It is about identifying what the senses perceive in terms of likes and dislikes. It is about finding out what characteristics drive consumer choice. Ultimately, it is about making better products to increase sales.
haystack turns to non-expert consumers as well as professional sensory panels. The latter are trained people with exceptional sensory faculties. They can describe products on the basis of taste, smell, sight or feel, using words that are more detailed than those used by consumers.
We look way beyond liking or disliking to truly understand the drivers of choice, using analytical, qualitative and quantitative methods.