Module: Improve​
Keywords: Sensory Decoding, Jobs-to-be-done, Time Intensity, Multi-method approaches

"We have a completely different brand positioning than the competition. They are a kind of functional helper from the outside. We convey an emotional warmth, a feeling of enclosure... Can we underpin this even more with our product's sensory experience?"

What can we say: Of course you should! To align the brand concept with the core offering. How to do it?

First, we wanted to deeply understand the psychology of both brands. We conducted in-depth interviews to explore purchase motivations and jobs to be done. At the same time, we built a first bridge to the sensory experience. In an "oral drama", the chocolate eaters were asked to dissect their sensory experience and describe it in detail. Interesting correlations emerged: thick pieces, biting, dry dissolution in the mouth and the image as a functional aid for one brand. Rounded corners, melting consistency, chocolate fountain feeling in the mouth and "hugging" for the other brand.

It was interesting to see how the experience evolved over time: we objectively described this in our sensory expert panel using time intensity method and helped to optimize it by linking it to consumer data. May the chocolate fountain be even more embracing in the future!

Want to learn more? Talk to ...

Joachim Haag | Managing Director
joachim.haag@isi-insights.com

The post From oral dramas and chocolate fountain effects first appeared on isi. sensory futures.

Module: Co-Create​
Keywords: Flavor exploration, Expert Sensory, Rapid Methods, Consensus Profiling​

Barbecue flavor?! Sounds great for our product... no one else has it yet! But how can we learn more about it quickly and on a lean budget? There aren't even any direct competitors..."

True. But it doesn't matter, we can still do the learning!

And so we went out with the customer's R&D team and bought products with a BBQ flavor... from potato chips to barbecue sauce to frozen pizza. Just about anything we could get our hands on.

These products were described by one of our trained sensory experts panel using highly efficient consensus profiling techniques. The panel developed descriptive attributes, mapped the products, and created a detailed map of the BBQ cosmos.

And the customer's R&D team? Bursting with ideas, they identified several promising BBQ routes and had an ideal starting point for developing their first prototypes... Not bad at all, this sort of speed dating with new flavors!

Want to learn more? Talk to ...

Ruth Schädlich | Senior Sensory Manager
ruth.schaedlich@isi-insights.com

The post Speed dating with BBQ flavor first appeared on isi. sensory futures.

Module: Improve​
Keywords: Benchmarking, Drivers of Liking, Multi-method approaches

Vegan meat alternatives — one of our dearest playgrounds!

As part of a regular benchmark exercise across key markets, we had to deliver some bad news to one of the big plant-based pioneers: We need to work on your chicken chunks — there is room for improvement!

No sooner said than done. We wanted to work together to better understand what actually makes up the typical taste of meat and how we can recreate it in a vegan way — resulting in the "decoding meaty taste" project. To identify the drivers of liking and the ideal sensory profile, the best animal and plant-based products from several European countries were evaluated by consumers and objectively described by trained sensory panels. Based on the results, R&D developed new, improved prototypes. These were once again profiled by our panel of experts, and - MAGICALLY - our statistical model predicted which recipes would be most popular with consumers.

With these recipes and these recipes only, the final step was to validate them through an in-home use test. Lo and behold, the new chicken chunks are a complete success!

Want to learn more? Talk to ...

Viktoria Heinrich | Senior Sensory Manager
viktoria.heinrich@isi-insights.com

The post Hey vegan chicken…let‘s get tasty! first appeared on isi. sensory futures.

Module: Validate
Keywords: Concept testing, Online surveys, Digital insights platforms

The client: One of Germany's largest technology companies. With innovation in their DNA. With tons of R&D and innovation teams and UX/CX designers. And even more exciting product and service concepts for a better future.

The question: How on earth do you screen, prioritize, sort, or concretize this mass of ideas and concepts? How do you link them to target audiences and the company's brands?

Together with our client, we developed and implemented a digital concept screener . From advising on stimulus formats and selecting test criteria (including regular meta-analyses and ongoing optimization), to custom development of a digital insights platform by our software team, to regular testing worldwide.

What is this platform? A central place for ideas and inspiration, internal benchmarking, a filter for concepts, and a source of knowledge for developing and testing ideas, product and service concepts.

Want to learn more? Talk to ...

Torsten Koch | Senior Associate Digital Solutions
torsten.koch@isi-insights.com

The post Bags full of new product ideas — what now? first appeared on isi. sensory futures.

Module: Validate
Keywords: Fragrance Screening, Central Location Testing, Implicit Testing

Sniff tests - for body lotion on the skin, for fabric softener in the bottle or on the towel... but for toilet blocks?

You don't smell directly on the toilet block and you don't dive into the toilet - the smell spreads through the room. And it stays there for a while. And develops. And you like it or you don't like it. And it triggers spontaneous associations.

In order to do justice to the "special nature of toilet blocks" and to achieve our client's goals, we decided on an unusual setup: We rented a small hotel wing. One room per fragrance. With fixed paths for consumers based on an experimental design. And with fancy approaches from our methodological toolbox, such as implicit testing, which captures spontaneous associations with the fragrances.

Sensory marketing research is much more than a product and a questionnaire - it's about stimulus presentation, intelligent experimentation and a multitude of organizational details in search of creative solutions.

Want to learn more? Talk to ...

Florence Schuch | Sensory Project Manager
florence.schuch@isi-insights.com

The post Toilet rim blocks in the hotel first appeared on isi. sensory futures.

Module: Improve​
Keywords: Benchmarking, Drivers of Liking, Multi-method approaches

Vegan cheese... difficult! But if it tastes good... awesome!

The conditions were right: Milk protein from the lab? Check! A super motivated R&D team? Check! Interesting varieties and convincing product concepts? Check!

The challenge: It has to taste good! Close to real cheese! And unique compared to the plant-based competition.

So we set off to the supermarkets and looked for benchmark products - both in the vegan aisle and at the cheese counter. Then we began the search for the ideal sensory profile with an objective description of sensory perceptions by our trained sensory expert panel. Subsequently, cheese consumers rated their taste preferences. And then a dash of statistical magic: We created a sensory map, highlighted the "hot spots" and simulated the ideal mozzarella, cream cheese and camembert profiles. With all the details. Like a blueprint for product development.

The R&D team's eyes lit up. Sleeves rolled up and off they went!

Want to learn more? Talk to ...

Annika Ipsen | Senior Sensory Manager
annika.ipsen@isi-insights.com

The post Tasty vegan cheese? Challenge accepted! first appeared on isi. sensory futures.

More health, more sustainability, more animal welfare — alternative protein sources are becoming increasingly important. For meat and milk substitutes, for example. It is not just the taste that is important, but the entire sensory experience: appearance, texture, feel, mouthfeel and smell. Usage behavior — for example, when frying meat substitutes or heating up oat milk — also plays a major role. 

We use a variety of new formats and methods to completely rethink vegan and vegetarian products. Shape the future of nutrition together with us!

Sounds interesting? Talk to

Viktoria Heinrich | Sensory Project Manager
viktoria.heinrich@isi-insights.com

What might such a project look like? Like this, for example:
Case: Tasty vegan cheese – on the way to the ideal sensory profile
Case: With "decoding meaty taste" to exciting meat alternatives

The post Plant based products & alternative protein first appeared on isi. sensory futures.

We can help you develop the ideal fragrance with the right intensity - for personal care and cosmetic products, as well as home care and laundry. 

The associations triggered, the functional and emotional benefits conveyed, and the link to childhood and life memories are of great importance. In some areas, there may also be a need for odour reduction or the masking of unpleasant sensations. 

From ad hoc studies to strategic projects (e.g. creating a fragrance library or developing fragrance portfolios), we support you with consulting expertise, a large ecosystem of capable partners and a wide range of methodologies, including instrumental measurement. 

Sounds interesting? Talk to

Raphaela Achtelik | Senior Sensory Manager
raphaela.achtelik@isi-insights.com

What might such a project look like? Like this, for example:
Case: Toilet blocks in a hotel — fragrance screening done different

The post Fragrance research first appeared on isi. sensory futures.

We help make products more aesthetically pleasing and ergonomic. And we optimize packaging for usability and sustainability. 

We decode your company's design code and help you develop a design language that is a true reflection of your company's values.

We are "preferred supplier" for design concept testing and design acceptance testing for well-known manufactures. In packaging, our focus is on the FMCG industry. In industrial design, we have extensive experience in white goods and consumer electronics, but also work for the automotive and tooling industries.

Sounds interesting? Talk to

Joachim Haag | Managing Director
joachim.haag@isi-insights.com

The post Industrial & pack design research first appeared on isi. sensory futures.

How will changing the formulation impact flavor and perception? We will help you to adapt your products at the level of your marketing concept and your recipe in order to improve your Nutri Score.

The Nutri-Score aims to bring more transparency to the health effects of processed foods. Many manufacturers and retailers have made it their goal to improve the Nutri-Score's evaluation of their products - without affecting the sensory experience. We can help!

Talk to us if you want to know more about the possibilities!

Robert Möslein | Managing Director
robert.moeslein@isi-insights.com

The post Nutri Score optimization first appeared on isi. sensory futures.