Sensory Spectrum offers full service consumer research labs with a full range of quantitative and qualitative consumer research products, a 40,000+ consumer database (New Jersey & North Carolina offices), with US and global research partners.
We can help you review changes in formulations or prototypes, understand your target market and dive into consumer acceptance. Whether the need is to study liking, determine preference, understand performance or efficacy, or consumer’s response to the sensory properties, the research is planned to capture the consumer experience.
CATEGORY APPRAISAL / SENSORY DRIVERS
Sensory Spectrum’s Category Appraisal will take you through a journey of product discovery. The first step is to understand how your products compare to the competition. This is done using the Spectrum Descriptive Analysis method, which reveals the sensory properties of your product objectively and methodically. The next step involves uncovering consumer perceptions: which products are more liked or deliver specific emotional/functional benefits?
The final result is an understanding if preference segments exist. To identify and prioritize sensory attributes that drive liking for the total sample and each of the preference segments, if applicable. To identify an ideal sensory profile for total sample and preference segments, if applicable. To provide clear, detailed development recommendations, for prediction equations for future prototype development product optimization.
Consumer Co-creation integrates creative problem solving tools with sensory evaluation methodology by commissioning consumers to “roll up their sleeves” and co-create their ideal product or prototype alongside product developers.
By facilitating this partnership, we are able to capture all of the sensory experiences that the consumers articulate, uncover the sensory features that define a successful product, and identify new product opportunities that product developers can build on.
Sequence Mapping is a process that captures consumer wants and needs from product purchase to disposal helping you identify unique business opportunities by understanding the consumer’s decision-making process throughout the product experience.
At each step, consumers’ motivations and behaviors are captured to create a complete picture. You will gain insights into your target consumers interactions with your products. The resulting data helps you identify unmet needs, and new product features can be developed to close gaps in consumers’ expectations.
The advertising marketplace is increasingly threatening. Advertising claims can be made using Descriptive Consumers are more demanding and want products that deliver on their promises. Ad claims are being challenged regularly, creating costly legal ramifications to poor research. Sensory Spectrum can partner with your team to protect your claim through appropriate testing methods, documentation, analysis and support and assistance in the face of legal challenges. Products that deliver consumer relevant sensory benefits are in demand. We start by identifying the objectives and designing the methodology needed to highlight the benefits of your product.
Sensory Spectrum can work closely with consumers to understand how they talk about the product experience to establish the consumer relevance of the benefits. Then, Sensory Spectrum will work with you to develop the appropriate documentation for your adverting claim by using the right tools that connect the dots between the science and the consumer. Finally, we stand behind the data and support you should challenges to your claim arise.
We will help you:
- Develop, design and execute the test for your claim
- Report the results
- Defend your claim in court if necessary
In-Context Research utilizes a series of qualitative research techniques that include home visits, shopping, observing and interviewing individuals (or families) interacting with the product when it would normally be used. Real-time uses and nuances uncover who is driving product purchase and the true emotional connection to the product. The results of In-Context Research can lead to more consumer relevant product design. Understanding where a product is used such as the work place, home or “on the go” opens up a richness of experiential understanding.
COMMUNITY NARRATIVE (SCAN)
The Spectrum Community Narrative Panel (SCAN) is made up of creative, articulate consumers who build community within their group. This process leads to honest communication, enhanced creativity, and increased description of the target product category and/or concept. This panel offers a cost-effective solution by exploring your products and concepts in an environment that quickly creates deeply insightful outcomes in a single short session.
SCAN has been described as an intense “focus group” because it is qualitative research with consumers who have been trained in creative problem solving and worked to develop a community. This process allows for the session to begin the product or concept interaction much more quickly without the typical ice breakers and warm-up sessions normally required.
Focus groups are qualitative research in which a moderator guides the consumer group discussion to reveal their opinions about the product, idea, or packaging. We offer moderation, recruiting as well as several types of focus group structures including dual moderators, mini-focus groups and unique populations of interest (specific ethnic groups, professions, regional etc.).
The goal of an in-depth interview is to seek a greater understanding of the consumer experience. Unlike focus group interviews, an in-depth interview occurs with one respondent at a time to provide a more individual experience. The process includes clarifying techniques in order to hone in on the respondent and interviewer having a shared understanding of the consumer’s experience. Most in-depth interviews are loosely structured, but some interviews may include specific tasks, such as sorting, that help guide understanding through the choices a consumer makes.
CAPTURING THE AUTHENTIC EXPERIENCE
Consumers often look back fondly to the way things used to be; the perception of a simpler time. Consumers have a picture in their mind of your brand and the way your product should be, or the way your product used to be. Capturing the Authentic Experience is a qualitative approach developed to understand the deep emotional connection that consumers have to products. It reveals the emotional language of the consumer and explores the sensory experience through a series of iterative qualitative research groups. The results uncover the product nuances that bring the brand “back home” to your consumer.