Sensory qualitative research
We were once asked to help the manufacturer of a biscuit that had chocolate in it but wasn't a chocolate biscuit. Consumer research had told them that the biscuit needed to be 'more chocolately'. To guide the product development team, we conducted sensory qualitative research.
Were consumers saying they wanted the ratio of chocolate to be higher? But doing so would change the nature of the biscuit and have all kinds of implications for product texture and consistency. Or did they want a stronger chocolate flavour, which would add considerably to the cost.
How we used sensory qualitative research in product development
To find out, we gave biscuit buyers a range of test examples that varied in shape and texture. We used drawing, colour swatches and imagery to help them express what they were experiencing and what they wanted.
Our sensory qualitative research skills
We are pioneers in consumer sensory insight using qualitative research and have helped many companies develop products that people love to eat or drink. Our strength is our unique blend of qualitative research skills and linguistic expertise. We have used these skills many times to define the sensory language - the language that consumers use to describe what they want to experience and what their senses are telling them.
"Consumer value lies not in the product purchased, not in the brand chosen, not in the object possessed but in the consumption experiences derived therefrom." Bertil Hulten
We have an ebook on sensory qualitative research here: http://www.sbresearch.com.au/index.php/bellbird/making-sense-e-books/219-making-sense-of-sensory-qualitative-research
We are currently working on understanding vegetarianism.
We sometimes work alone and sometimes in partnership with the sensory scientists at Sensory Solutions.