Sensory Studies: Linking consumer and sensory data to develop optimal products by Syres

20 January 2025

Linking consumer data with sensory data is an essential step in formulating products that accurately meet user expectations. This synergy provides manufacturers with strategic information to identify characteristics to enhance or improve, while optimizing their market positioning.

Among the most relevant methods to achieve this goal, Preference Mapping is a key tool.

preference mapping syres

In this study conducted by Syres, a consumer test was carried out on 70 volunteers, followed by a sensory analysis carried out by a panel of 10 experts on 15 creams.

Conduct of the study

– Consumer tests:

Participants evaluated each product by assigning an overall rating of appreciation on a numerical scale .

– Sensory analysis:

Supervised in a specialized laboratory, this phase allowed the panel of experts to rate the products on 15 sensory descriptors (texture, visual appearance and smell), also on a numerical scale.

The key role of Preference Mapping

Preference Mapping provides a graphical representation combining consumer ratings and sensory characteristics of products. This versatile tool responds to several strategic challenges:

– Compare the tested products with those of competitors.
– Identify areas for repositioning to maximize the appreciation of a product.
– Explore new opportunities to refine the product offering.

Study results

The analysis highlighted similarities and sensory differences within the creams tested. It also revealed that some creams were more appreciated than others because of their specific sensory characteristics.

The most appreciated creams shared well-defined descriptors: they were translucent, with a melting and gliding texture, providing a feeling of freshness, and characterized by an intense fragrance.

These insights help guide product development toward characteristics that consumers love, providing a significant competitive advantage.

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