Sensory Analysis involves gathering information from the consumers about the objective facts, preferences, and the perceptions regarding a product. Large firms have traditionally had the advantage of employing a larger amount of money and manpower to implement costly, wide reaching advertising campaigns and experimenting with new product, which may be withdrawn, if not successful.
The formulation and marketing of new products is a complex process and there can be many influencing factors such as consumer preferences, the target consumer’s perception of the product and the purchase behavior of the consumers. It is important for firms to have complete knowledge of the market segments that they are targeting their products at. The knowledge of these facts can come from marketing analysis and Sensory analysis. Sensory Analysis is conducted to get information about consumer’s acceptance of a product and in what way the product appeals to his/her senses (asiamarketresearch.com)
For conducting sensory analysis, usually third party firms are engaged, a set of ‘naive’ people are requested to test the product. The analysis of their experience is done by collating the results of homogenous groups. These groups represent different socio-economic categories. It is therefore possible to gauge the responses of the groups and determine the product that would most appeal to a particular socio-economic stratum. Sensory Analysis can actually help businesses to come up with different flavors of a particular product by using the collected information. This can be a cost-effective way of pitching the same product to different sets of consumers.
Sensory Analysis plays a very prominent role in quality control. Quality has always been described as fit-for-purpose and that which satisfies the requirements. Knowing what the consumer preferences are can be great help in determining the quality