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Sensory Research & Training

Understand the consumer experience through sensory science.

Enhance marketing efforts by knowing what your customers experience.

Sensory research helps marketers understand how a product is experienced through the five senses—its flavor, feel, scent, sound, and/or look. The consumer science team at IMS translates these sensory impressions into market intelligence.

An evaluation of consumer preferences can show what matters most to your audience. We identify sensory drivers of liking and loyalty to find purchase motivators, unmet needs, and similar insights that can shape your market strategy. Our expert reports inform decisions across research and development (R&D) and marketing and product strategies.

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Sensory Research Methods

  • Consumer Acceptability & Preference Analysis | Understand what consumers like, why they like it, and how your product compares.
  • Sensory Profiling & Competitive Benchmarking | Quantify and compare sensory attributes of your products and those of your competitors to sharpen your positioning.
  • Segmentation & Sensory Drivers of Liking | Identify consumer segments based on preference and key sensory characteristics that influence buyer decisions.
  • Lexicons & Sensory Wheels | Develop standardized language and visual tools to improve communication and product consistency.
  • Uncover Unmet Needs | Uncover opportunities for innovation and expanded product offerings.
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Organizational Sensory Training

In addition to providing custom marketing research on sensory issues, IMS offers sensory training designed to enhance your organization's understanding, evaluation, and communication of sensory data. These sessions, tailored to your needs and existing capacity, build your team’s capabilities to produce superior products grounded in sensory intelligence.

Our sensory research experts help product developers, marketers, quality control professionals, and insights specialists become better equipped to make strategic and consumer-focused decisions.

Training topics can include:

  • Selecting the proper sensory test for your goals
  • Designing sensory studies and questionnaires
  • Understanding human sensory perception
  • Building and maintaining descriptive panels
  • Developing and using sensory lexicons and wheels
  • Analyzing and interpreting sensory data
  • Delivering internal recommendations with confidence

IMS helps your team identify unique selling points, generate empirically based comparisons to competitors, and explore opportunities to expand.

Meet Our Sensory Research Experts

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Influential law firms, Fortune 500 companies, and regulatory agencies rely on IMS’s research experts to strengthen legal and business strategies.