What is Sensory Research?

Sensory Research involves testing the affects of products on the five senses. For a food business consultancy, you might think that this means simply giving “taste tests”. While this is an integral part of the process, you may be surprised to discover just how much power the remaining four senses have when one is determining whether or not a product or dish appeals to them.

Sight
Taste perception can be affected by differences in appearance—including the color and the presence of a brand label. Presentation is also important—if something is just slopped on a plate, it will seem much less appetizing than something with garnish and a sense of design. Color psychologists have found that there are even color preferences that run along cultural and demographic lines.

Scent
Scent and taste are very closely linked physiologically. If something smells good, you will expect that it will taste good, even before it reaches your mouth. But if there is an unpleasant smell, it will taint the taste experience. Scent also evokes emotions and memories, which can be useful in marketing and branding a signature dish or style.

Touch
In the context of food business research, this mostly has to do with the texture of a food, which has a huge affect on how much the dish will be liked. But tactile sensations can be extended into the space a restaurant will occupy as well.

Sound
Music played in restaurants creates a mood, as does the music used in advertising on television and radio. It can also have an affect on test subjects during sensory research.

Be sure to choose a consultant with industry experience who can work in conjunction with your brand image for targeted culinary product development.