Have you ever taken a moment in your busy schedule to consider why some products become instant favourites, while others, barely make it off the shelf?
Well, that’s it’s not down to luck, it’s down to sensory science.
Behind every mouth-watering sauce, perfectly balanced soft drink, or satisfying snack, lies a story and sensory testing – which is essentially the art and science of understanding how people experience flavour, aroma, and texture.
It’s where at Wirral Sensory Services (WSS), this process has been perfected over decades, to help food and drink brands create products people genuinely love.
But, what exactly is sensory testing?
Sensory testing is all about people and measuring human perception. It’s about how we taste, smell, see, and feel products. It turns subjective experiences into objective and measurable insights.
At WSS, we use trained sensory panels and real consumers to evaluate products under controlled conditions. The goal? To identify what works, what doesn’t, and why.
This kind of testing goes far beyond a casual taste test. It’s a structured evaluation process that blends science, psychology, and consumer behaviour.
Why does sensory testing matter for your food or drink brand?
Well, there are numerous reasons. For example:
1. It reduces guesswork
Instead of relying on instinct or internal opinion, sensory testing gives you clear data about what consumers actually prefer. Whether you’re developing a new recipe or adjusting an existing one, you’ll know which version performs best.
2. It guards brand reputation
Every small change in ingredient or supplier can alter flavour or texture. WSS helps ensure your customers won’t notice – or better yet, that they’ll love your product even more.
3. It supports product launch success
Launching a new flavour? Testing it first with real consumers at Wirral Sensory Services’ head office, means that you can refine it before investing in full production.
4. Helping you provide a competitive edge
Through benchmarking, WSS compares your products against competitors, so that you know exactly how you stand out, or where you might be able to improve.
Step by step: the WSS sensory testing process
So, how does this process really work then? Here’s how a typical WSS sensory study might unfold:
1. Define the objective Every project starts with a clear goal: are you testing overall liking? Comparing reformulations? Or even, evaluating packaging impact on taste perception?
2. Design the test WSS experts choose the right sensory method. From blind taste tests to descriptive profiling. They determine sample sizes, randomisation, and evaluation protocols to ensure reliability.
3. Recruit the right panel Depending on the study, panels may include trained assessors or target consumers.
4. Running the sessions Samples are served in controlled sensory booths, free from distractions, odours, and branding. Participants will then rate your product on factors like appearance, aroma, flavour and aftertaste.
5. Data analysis Using advanced statistical tools, WSS identifies significant differences and trends. For example, you’ll learn which formulation drives liking or whether consumers notice your recipe change.
6. Deliver actionable insights WSS will provide a clear, visual report with recommendations you can use immediately, whether that’s choosing the best formula or refining marketing claims.
Many people assume that sensory research is only for global giants, but it’s also known to be hugely beneficial to small and medium-sized food companies as well.
Whether you’re a start-up, or a regional producer scaling up, Wirral Sensory Services offers flexible testing options that fit your budget and goals. Even one well-planned test can save thousands in wasted production or unsuccessful launches.
Why Wirral Sensory Services (WSS)?
WSS has been helping food and drink brands since 1997, combining scientific rigour with a personal, hands-on approach. Our clients include major supermarkets and innovative start-ups alike.
At the heart of every great-tasting product lies great insight, and sensory testing helps brands understand what consumers feel, think, and prefer – before products ever hit the shelves.
Whether you’re launching something new or refining an existing favourite, Wirral Sensory Services can help you uncover the secret ingredients to success.
If you have a question about anything we’ve mentioned in this article or require further information, head over to our contact us page, or give a member of our team a call (0)151 346 2999.
