9 July 2018

Sensory analysis and market research as tools for the launch of new products


Any creation of a new product or improvement of an existing one must necessarily entail a prior investigation that justifies the new project. The success of the project is based on a global and integrated vision, since it affects a multitude of departments or areas. (Marketing, R + D + I, logistics, operations, quality, etc.)

When we focus on the sensory attributes of an agri-food product, the key to its success lies in its intrinsic attributes (color, aroma, taste, visual appearance, etc.) and extrinsic attributes (price, packaging design, brand image, etc.). .) meet the needs of the consumers to whom we want to sell the product. To understand these needs, the integration of Sensory Analysis (tasting) and qualitative market research techniques is essential.

The Sensorial Analysis or consumer test allows to deepen and quantify the intrinsic characteristics of the products, determining consumer preferences, level of acceptance, etc.

Group dynamics and in-depth interviews allow consumer groups guided by an expert moderator to provide extensive information about their attitudes and thoughts towards the products.

The combination of Sensorial Analysis with Qualitative Research Techniques is a tool that provides numerous benefits in the following strategic aspects:

OPTIMIZATION AND DEVELOPMENT OF NEW PRODUCTS: Needs not covered, key ingredients, assessment of flavor, aroma, texture, etc.

COMPARISON WITH COMPETITION / BENCHMARKING: Strengths and weaknesses of the products against the competition, comparative formats, modes of use, etc.

PACKAGING DESIGN: Information most valued in the packaging, preferred preparation modes, level of understanding of the list of ingredients and nutritional values, etc.

NEW USES / PRODUCT CONSUMPTION: Modifications made by customers to our products, new ingredients, new ways of preparation, etc.

PRICE POLICY FIXATION: Valued price / most valued, potential market for gourmet / high-end products, etc.

BRANDING / BRANDING IMAGE: Level of valuation and memory of the brand. Most frequent associations.

DETERMINATION OF PROMOTION TOOLS: Determination of the supports with the greatest impact on our target, more efficient means for communicating the strengths of our product, etc.

SATISFACTION OF THE CONSUMER: Level of consumer satisfaction after the consumption of the product, purchase intention, customer loyalty, etc.