Don't get confused. A market study is not a sensory study
Before stepping into this world, I had no idea what a sensory study was. To me, these studies were limited to tastings conducted by professionals in booths and laboratories. I believed that everything else fell under market research.
However, I soon discovered that there is an important branch of sensory analysis applied to market studies: consumer studies, which analyse sensory perception from the consumer’s perspective. But what is the main difference between these two methods?
Descriptive sensory analysis focuses on an objective evaluation of a product’s sensory characteristics, while hedonic sensory studies focus on the consumer’s subjective perception. Choosing one or the other will depend on our objectives.
Since this confusion is quite common, this week we will clarify their differences and requirements—key aspects to obtaining reliable results.
What do I want to know?
If I want an objective description of the product, I will opt for a descriptive study, in which a trained panel of assessors evaluates the sample objectively and quantifies each of its sensory attributes.
If, on the other hand, I want to know which product is preferred, I will turn to a consumer panel. In this case, a group of untrained individuals, but regular consumers of the product, will assess it subjectively, allowing us to explore consumption habits, preferences, and attitudes towards it.
Who should test the product?
We have mentioned both trained panelists and consumers, but what is the difference between them?
Trained panelists have developed the ability to conduct objective evaluations and precisely quantify the sensory attributes of a product. Thanks to their training, they can identify and measure each sensory characteristic in a detailed and rigorous manner.
On the other hand, consumers do not require prior training; their only requirement is to be regular users of the product and adequately represent the target audience. Their evaluation is subjective and based on their preferences and consumption habits.
How many should test it?
In descriptive sensory studies, highly specialised expert panels are used. Since these require rigorous training, the group is usually small—typically between 8 and 12 people—enough to account for physiological variability among individuals.
However, a consumer study requires a larger sample, as hedonic perception is subjective and varies significantly between individuals. To obtain representative results, between 100 and 150 consumers usually participate, or even more in large-scale studies.
To ensure the validity of the results, it is essential that the sample is representative of the product’s target audience.
When should each type be used?
As we have seen, the differences between these two types of studies are significant, meaning that the same methodologies cannot be used. In descriptive studies, flavour and texture profiling tests and quantitative descriptive analysis are employed. These are typically used for quality control, new product development, and competitor comparisons.
Hedonic studies, on the other hand, involve acceptance and preference tests. These are essential, for instance, when launching new products on the market.
To make it clearer, let’s consider some examples:
Both types of studies are complementary, and their application depends on our objectives. The hedonic study answers the question: Do consumers like my product? The descriptive study answers: What is my product like?
Ultimately, if we want to succeed in the market, the key question we must answer is: Why don’t consumers like my product? The only way to find out is by combining the results of descriptive sensory analysis with consumer perceptions. Only then can we identify the drivers of acceptance—the sensory attributes that influence product preference.
Words by Sara Domínguez Torres, Marketing Research & Data Science at SENSESBIT