From salad to bowl: The role of sensory analysis in product experience research

Methods originally developed for the sensory evaluation of foods are increasingly being applied to other product categories, ranging from personal care products to car interiors and air conditioning units. Furthermore, because an increasing number of food products tend to be available in packages from which they can be consumed directly, the sensory properties of packages have become an integral part of consumers’ food experiences and require thorough investigation. In addition, food consumption in everyday life takes place within a physical, social, and cultural context. This asks for a reconsideration of the role of sensory analysis in the product development process. To seduce consumers in highly saturated markets, products should not only provide good quality and be appealing, but they should offer interesting and engaging experiences. Therefore, research on sensory evaluation needs to be linked to research on product aesthetics, product meaning, and product emotions. Capturing the entire consumer experience requires an integral approach, in which research approaches from various academic fields are combined and integrated. For this approach to succeed in industrial companies, many different departments will need to work together in close cooperation.