Sensory attributes are product properties perceived by one or more of the five senses: visual, tactile (mouth, skin, surface texture, etc.), auditory (crunch, squeak), olfaction (taste, flavour, smell) and kinaesthetic (including feelings such as cooling, burning, and tingling associated with use of a product).
Sensory research is concerned with objectively rating the sensorial attributes of a product using respondents who possess sensory acuity. These respondents can detect sensory properties and are able to describe them well. They need not be the target market for the product; their role is to provide an objective assessment of the sensorial makeup of the product, something that average consumers are not usually good at. While consumers are good at telling us what they like and dislike, they often struggle to discern and describe sensory attributes.
Sensory research is often used in conjunction with consumers’ rating of products to provide an explanation of consumers’ preferences. For example, if consumers highly rate the smell of a product (“I really like it” or “I like it extremely”), sensory profiling explains what they like about the smell.
Spider charts such as the one shown in Exhibit 10.2, are often used to depict the sensory profile of products. They relate how the product is perceived on the sensory attributes that are associated with the category.
The technique commonly used for sensory profiling is called Quantitative Descriptive Analysis (QDA). Listed below are the steps involved in the QDA process:
Use the Search Bar to find content on MarketingMind.
In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.
Unlock the Power of Digital Marketing: Join us for an immersive online experience designed to empower you with the skills and knowledge needed to excel in the dynamic world of digital marketing. In just three days, you will transform into a proficient digital marketer, equipped to craft and implement successful online strategies.