Why and when do you use sensory market research methods over traditional research methods in the consumer, food, fragrance and retail markets? Sensory research, defined as eye tracking, biometrics and galvanic skin response methods to respondent testing deliver more “truthful” answers versus the traditional cognitive survey methods e.g. face-to- face interviews, telephone interviews, online surveys, groups, in-depth interviews, etc. While traditional methods will deliver the consumers’ response they may not reveal the consumers’ sensory responses to your products. This is not to say that the consumers are not being truthful in their responses, we are suggesting that the responses from sensory research can AUGMENT traditional research with a broader picture of the consumer.
Here’s how it works. Sensory market research tests the brain waves and the heart rates and skin responses to your products. Through this sensory research, we are able to get a broader picture of consumers’ responses to your products and services. SIS can deliver not only the data, but heat maps which are valuable in determining the product features, pricing, packaging and positioning of the products in domestic and global markets.
For more information, please contact Joe Messina, Director of Integrated Research Services at SIS
International Research: JMessina@sisinterntional.com or call him at 212 505 6805.