Using sensory sciences help products succeed

Abstract

Purpose The purpose of this paper is to show how sensory science can be used as a valuable tool to help develop products with a higher chance of long-term market success by reducing uncertainty during the development process. Future trends are discussed. Design/methodology/approach The description and case study approach highlight how sensory scientists must be involved during development as a research partner to develop appropriate study objectives, comprehensive research plans, and conduct studies in collaboration with other groups. This approach shows ways to deliver deeper understanding of the product and category through appropriate study execution and development of actionable insights. Findings The present review demonstrates ways that sensory scientists, including those focused mainly on consumer evaluation, interact with other groups within the research and development organization. This paper is focused on providing information about sensory science to non-sensory scientists and developers. Examples are shown. Practical implications This paper presents a guide for applying sensory and consumer science in an industrial setting that can be used by both industry and educational institutions who train students. It refers to current literature, presents real case studies in an abbreviated form, and traces the use of sensory in ways that may not usually be covered in some guides and books that focus on the more traditional uses of sensory in areas such as quality control. Originality/value This paper fulfills an identified need for contributions of sensory scientists to the product success continuum and the influence of getting appropriate sensory data to support research, development, and marketing decisions. The use and reference to specific examples make an original contribution to the journal.