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Sensory Research: Why It Now Covers Product Packaging

packaging sensory research

A potential customer is less likely to purchase your product if the product packaging fails to grab their intention. Today, securing that attention requires engaging all five senses. Sensory research gives brands the opportunity to influence consumer preferences by creating innovative products that win over customers through their overall sensory impact – including the product packaging. 

While most brands understand that the attributes of their product are an important selling point, too few brands fully invest in sensory research to increase consumer brand loyalty. However, with consumer research focused on your product’s impact on the senses, you can win over new consumers and drive brand loyalty. 

So, what is sensory research and why has it now expanded to cover a product’s packaging? 

What is Sensory Research?

Sensory research is a scientific discipline that assesses the quality of a product. It goes far beyond taste testing. The research aims to assess your product’s attributes based on smell, sight, taste, touch, and hearing.

During the sensory research process, researchers will create a sensory profile of your product or a competitor’s. The sensory profile can then be used to enhance your product or to develop a competitive new product.

Sensory researchers can also evaluate your product to determine its sensory shelf life, benchmark products, conduct consumer preference tests, and evaluate the sensory impact of a product’s packaging on purchasing decisions. 

Why is Sensory Research Important?

Sensory research is essential for gaining valuable consumer insights.

Consumers’ taste trends are ever-changing. Globalisation has influenced consumer tastes in significant ways. Today, even local UK food and beverage brands must compete with behemoth international brands. 

Sensory research allows brands to compete and gain an advantage over larger, slower moving competitors by monitoring and responding to changes in taste trends. Through effective sensory research, you’ll be able to understand how your customers perceive your product and why your target audience prefers your competitors.

Increasingly, sensory research goes above and beyond your product’s taste, texture, and overall feel. Today, brands also spend time evaluating the sensory impact of their products’ packaging. After all, if a consumer doesn’t even take it off the shelf, the taste of a product is irrelevant. 

Research companies such as WSS can deliver insights into how a product feels in a customer’s hands, how the packaging feels to touch, and how your product smells, all before a customer has even used it. This element of sensory research is valuable to both household and edible products. 

Why Choose Industry-Leading Sensory Research from WSS?

The food and beverage industry is becoming increasingly competitive. Brands are now tasked with developing products that respond to consumers’ health, allergens, quality, and lifestyle preferences. The changes in consumer demands have caused even more products to be launched into an already saturated market.

Sensory research can be a valuable tool for brands of all sizes. The research provides scientific-based insight into consumer preferences, which you can use to identify elusive gaps in the market. From packaging research to product benchmarking, the research conducted by Wirral Sensory Services identifies these gaps in the market by systematically unpacking consumer sensory preferences. 

Our sensory research services have helped startups enter the market, and we have also helped established brands expand their market share by using innovative sensory research methodologies. 

Our sensory services will give your brand the insight to develop high-quality products that meet and exceed the needs of your target market. 

To learn more about how we can help your brand win over new customers via their senses,  simply email us today at, and our team will get you started on your sensory journey.