What is sensory testing & how can it improve your products?

Learn what sensory testing is and how it works. Learn about key methods, business applications, and why companies use it for product development.

Sensory testing is a systematic approach that measures how we experience products through our senses. It uses controlled evaluations to assess attributes like flavor, texture, smell, and appearance, providing clear insights into consumer perceptions. This method involves tools and setups designed to minimize bias, ensuring the results reflect genuine reactions. Many industries—from food and beverages to cosmetics and household products—rely on sensory testing to fine-tune offerings and meet customer expectations. By carefully examining each element of a product, businesses can discover what resonates and where improvements can be made.

Let's explore the basics of sensory testing and its practical applications in product development.

What is sensory testing and why is it important?

Ever wonder why some products fly off shelves while similar ones gather dust? The secret often lies in how they appeal to our senses. Sensory testing is a systematic method for evaluating products through human sensory perceptions—taste, smell, touch, sight, and sound. Unlike other forms of consumer research that might focus on purchase intent or brand perception, sensory testing specifically measures how people physically experience products.

For CPG companies, sensory testing serves as the bridge between technical product specifications and actual consumer experiences. When a food company claims their chips are "crunchier" or a personal care brand promises "all-day freshness," these aren't just marketing claims—they're sensory attributes that can be measured and validated.

The importance of sensory testing cannot be overstated:

• Risk reduction: Identifying potential sensory issues before full-scale production saves millions in product recalls and reformulations
• Competitive advantage: Understanding exactly how your product performs against competitors on specific sensory attributes
• Quality control: Maintaining consistent sensory experiences across production batches and locations
• Innovation guidance: Providing clear direction for R&D teams on which sensory modifications actually matter to consumers

Sensory testing works because it taps into the fundamental way humans evaluate their environment—through their senses. By quantifying these subjective experiences, companies gain objective data to guide product development and marketing decisions.

What insights should brands seek from consumers during sensory testing?

Are you asking the right questions during your sensory research? The difference between useful insights and data overload often comes down to focusing on the right sensory attributes for your specific product category.

When conducting sensory testing, brands should seek these key consumer insights:

• Sensory descriptors: How consumers naturally describe your product using their own language (e.g., "zingy" vs. "citrusy" for a beverage)
• Intensity ratings: How strong various sensory attributes are perceived (e.g., sweetness level on a 1-10 scale)
• Temporal dynamics: How sensory perceptions change over time (e.g., flavor release pattern or fragrance longevity)
• Emotional responses: What feelings the sensory experience evokes (e.g., refreshment, comfort, excitement)
• Expectation alignment: Whether the actual experience matches what consumers anticipated based on packaging or marketing

For food and beverage products, brands should focus on flavor profiles, texture, aroma, and aftertaste. A yogurt manufacturer might discover that consumers value creaminess over sweetness, guiding reformulation efforts.

For personal care products, priority insights include skin feel, fragrance progression, and sensory cues that signal efficacy. A shampoo brand might learn that consumers associate a particular level of lather with cleaning power, regardless of actual cleansing chemistry.

For household products, key attributes include scent longevity, sound cues (like the "snap" of a closing container), and tactile feedback during use. A laundry detergent company might find that consumers perceive cleaning efficacy based on how clothes feel when removed from the dryer rather than visual whiteness.

Common types of sensory testing methods

Which sensory testing approach will give you the most reliable data for your specific needs? The method you choose can dramatically impact both the quality of insights and your research budget.

Sensory testing methodologies fall into three main categories:

Discrimination Tests

These determine whether consumers can detect differences between products. Ideal for reformulations or cost-saving ingredient substitutions when you want to ensure the change goes unnoticed. Learn more about discrimination sensory tests.

• Triangle Test: Participants receive three samples (two identical, one different) and must identify the odd one out
• Duo-Trio Test: Participants receive a reference sample and must match one of two test samples to it
• Same-Different Test: Participants evaluate two samples and determine if they're the same or different

Descriptive Tests

These provide detailed sensory profiles of products, quantifying specific attributes. Perfect for competitive benchmarking or creating a sensory "target" for product development.

• Quantitative Descriptive Analysis (QDA): Trained panelists rate products on multiple sensory attributes using standardized scales
• Flash Profiling: Participants create their own sensory attributes and then rank products accordingly
• Check-All-That-Apply (CATA): Consumers select all applicable sensory descriptors from a predefined list

Affective Tests

These measure consumer preferences and acceptance. Essential for predicting market success and optimizing formulations.

• Preference Tests: Direct comparisons between products to determine which consumers prefer
• Hedonic Scaling: Rating products on liking scales (typically 9-point)
• Just-About-Right (JAR) Scaling: Evaluating if specific attributes are too strong, too weak, or just right

The method selection should align with your research objectives:

The most effective sensory testing programs often combine methods—perhaps starting with discrimination tests to verify perceptible differences, followed by descriptive analysis to characterize those differences, and concluding with affective tests to determine consumer preferences.

Final Thoughts

Sensory testing is more than just a technical process—it's a strategic tool that bridges the gap between product development and consumer perception. By systematically evaluating how people experience products through their senses, brands can create more refined, appealing offerings that truly resonate with their target market.

The complexity of sensory testing reflects the nuanced nature of human perception. Whether you're developing a new food product, designing a personal care item, or refining an existing brand, understanding sensory attributes provides critical insights that go beyond traditional market research. It's about capturing those subtle details that can make or break a product's success.

At Highlight, we provide consumer insights software that helps CPG brands understand their customers and improve their products with actionable data.

Our platform integrates with sensory testing methodologies, delivering product insights in approximately three weeks on average—drastically reducing the timeline from the months often required by traditional methods. We also pride ourselves on ensuring data quality, discarding only 1-2% of responses compared to the average 30% junk data in conventional surveys, which means our clients receive reliable and actionable insights every time.

By paying attention to these intricate sensory details and leveraging advanced software solutions like Highlight, you can streamline the product development process and create offerings that truly connect with consumers on a fundamental level.