The Sensory Era

In the fast-paced world of product launches, Harvard Business School reports that over 30,000 new products hit the market each year. However, 80% of them fail to achieve their aim, what means that it is not easy for companies to create successful and memorable products.

There are 3 main causes of product failure:

o?? Ignoring consumer needs

o?? Insufficient marketing support

o?? Failure to provide an attractive product experience

To address these issues, it is crucial for industries to recognise that approximately 70% of them already conduct sensory analysis studies. These studies identify and enhance the aspects that create a more powerful and positive user experience.

In a world inundated with choices, creating meaningful products that leave a lasting impression is key to standing out. It takes an average of seven repeat purchases for a buyer to become truly loyal. For customers to keep buying, they need to remember enjoying their previous experiences with the product. Think about the initial crack of an ice cream or the bite of chocolate at the end of a cone, that is a truly incredible sensory study!

Being top of mind is not just about brand visibility, it is all about delivering on promises

Investing in trained sensory panels emerges as a milestone for R&D departments, an eye opener for Consumer Insights, and a strategic tool for Marketing.

To keep your brand at the forefront of consumers' minds, focus on how well your product fulfills brand promises and aligns with consumer expectations. This is where investing in sensory analysis becomes not just an option but a necessity.

How about you? Have you already thought about powering up your consumer experience?