Abstract:

This paper discusses the discipline known as Sensory Evaluation and the importance it gives to language, be it to understand the consumer's spontaneous thinking or to explain perceivable product characteristics. The paper also addresses how these two languages - the voice of the consumer and the voice of the product - are related and actionable during the product launching or product optimization processes. The paper explains how sensory techniques are used to measure perception by means of a group of trained judges (tasters), working in controlled conditions with strict product management, and how the data are processed by multivariate analyses, which compliment traditional marketing research.