Sensory success: Taking a consumer-centric approach

Historically, sensory teams focused on measuring attributes such as sweetness, bitterness, creaminess, or aroma. While those measurements were scientifically accurate, they didn’t necessarily explain what consumers actually wanted.

Today, we start with the consumer and work backwards.

We ask: Who is the consumer? What are they looking for? What sensory experience are they seeking for enjoyment? Then we use sensory science to translate those needs into specific product characteristics and formulation targets. In many cases, we can help customers identify what will make a product successful before development even begins.

Anne Berends, Director, PX/UX & Sensory Sciences, outlines why digitization and AI is taking sensory analysis to new heights.