Can you afford not to use sensory research?

Benefits of sensory research

Many company executives will surely agree that sensory research can benefit an organization in numerous ways and help pave the way to more successful products. Such generalized statements seem to be yesterdays’ news. Somewhere along the line the urgency and truth of this message appears to have gotten lost – until now. International consultants are starting to warn companies that their excessive emphasis on price and neglect of a products’ sensory attributes are coming back to haunt many brands. It is becoming clear that negligence and ignorance regarding the sensory appeal of products may damage the brand image and even lead to brand failure. Research published by IMI International in 2006 confirmed that the sensory characteristics of a product are still one of the key motivational drivers for consumers. When consumers were asked 'What makes a new food or beverage product great?', sensory attributes were the most mentioned. In other FMCG categories, sensory attributes were also amongst the top scorers. Even in personal care products, a product's sensory appeal followed closely on the heels of product effectiveness as most important characteristic. In household care, sensory attributes was the third mentioned feature.

How should we interpret these facts?
In the past, sensory research was largely viewed as ‘product testing’, determining customer preference, -acceptability or –liking. Now, more companies seem to be looking to more robust sensory research to add value to their decision-making process and strengthen their brands. Simultaneously, companies are increasingly moving their sensory research allocation from marketing to the technical budget, ensuring a stronger emphasis on actionable information aimed at product development, and more. The reasons for this move seem to be the following:
· Food and beverage manufacturers are increasingly under pressure from marketing, sales and distribution channels to innovate and grow categories and brands, not only to get the product right, but to convince retailers that a product is different and worth listing.
· Today's shoppers are confronted by countless options even when buying everyday items. Thus it is essential for manufacturers to make products stand out at point of selection, purchase and consumption.
· Sensory research can assist companies in finding a competitive advantage where conventional market research may fall short. An excellent example comes from the automotive sector where reliability and safety used to be key selling points. Now that all manufacturers address these essential characteristics, companies are looking to sensory attributes to provide a point of difference. Sensory attributes such as the smell of a car interior, the touch of the dials, comfort in the driver's seat or the sound of the motor are determined, valued and used to distinguish different automobiles and enhance the brand and marketing message.

It is no different in the FMCG sector. Companies have to pay more attention to consumer- and client interaction with product characteristics to ensure a brands’ competitive edge. This requires exhaustive sensory input as early as possible in the development process. The information thus acquired differs from conventional market research and consumer insight in many respects. In the early phase of development, creative combinations of qualitative and quantitative consumer research techniques yield more insightful data than either type, or market research alone. As such, it saves development time and money, while increasing speed to market of products that will not only compete on price, but will become a part of consumer brand perception. Food and beverage products have a special advantage, since they engage all the senses. It is easier to appeal to multiple senses in the formulation and branding of such products to ensure brand loyalty right from the start. When a product and brand can connect with a customer on more than one sensory level, a stronger connection is formed between the consumer, brand and product while love and trust for the brand is enhanced.

Until now, many companies seem to have been unsure about the role of sensory science in brand success, while others have been debating whether they can actually afford it. With the reality of shorter development cycles and more pressure on brands, it seems that companies may pay a heavy price when they ignore valuable sensory insights. The question is indeed, ‘Can you afford NOT to use sensory research’?

Lorraine Geel
Consumers in Focus
lorraine@consumersinfocus.co.za