Historically, sensory research has been conducted in person. But, as we’ve all learned the hard way over the last year and a half, sometimes circumstances beyond our control ultimately force change. While the pandemic necessitated a move to online methods for marketing research in general, this transition has been particularly difficult for sensory research. It’s certainly been a learning experience for many; however, we believe the change has also created an opportunity to explore the rich insights that can be obtained through virtual methods, not to mention the convenience and flexibility it can provide. Here’s how to ease your transition to online and why your moderator may be your biggest ally in the process. Read more
As brands contend with increasingly distracted and ever more demanding consumers, success depends on effectively using all the marketing tools at your disposal. Yet, there may be five of them in which you are overlooking: the senses. Or more specifically, how they work together to create a sensory experience that helps you achieve an emotional connection with consumers; which in turn, gives you a competitive advantage. It’s this understanding that has helped propel some of the biggest brands in the world – Apple, Starbucks, Hershey’s, Mercedes Benz, Disney – to greater success. Here’s how sensory research can help your brand, too. Read more
We get it. Digging through pages of website data is a hassle. So, here’s a quick view on what we offer. The gist – we’re a full-service marketing research agency, which means qualitative, quantitative and sensory research, and we do it all. . . anywhere your research takes you.
How should we talk about our new-to-the-world product offering in order to position it against other offerings in the dairy aisle?
Gather consumer-generated sensory language in a focus group setting to describe the product’s taste and texture attributes.
Explore usage occasions and comparison to products in adjacent categories.
Insights to Action
While the product was very well-liked, consumers were not likely to use it to replace their current product.
Positioning the product against other offerings in the dairy aisle was less appealing than calling out new usage occasions based on the taste and textural attributes.
Marketing was guided to develop a positioning around the most appealing attributes rather than pitting the product against current offerings.