Abstract:

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the presenters advocate a rethinking of current research paradigms in the industry and suggest an interdisciplinary and multi-perspective angle on 'researching the senses'. While criticising current sensory research, the presentation at the same time calls for 'researching with all senses' as the future leitmotif and concept of research at large.