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Sensory analysis

Sensory analysis

Sensory laboratory: sensory evaluation for different industries

In the case of a new product, or a modification to an already existing offer, changes in consumer habits may become apparent, a situation that manufacturers must take into account. Sensory analysis provides information on users' reactions in advance, thus allowing brands to make more accurate decisions.   

What is a sensory laboratory?

Company research, quality control and product development divisions use various tools to better understand consumer demands and adapt to these. Among the techniques most used to evaluate consumer products is sensory analysis.

This scientific method allows objective information to be obtained on something so subjective as the consumer's experience with a product. To this end, a testing methodology is applied that allows analytical data to be easily extrapolated to other aspects of the manufacture, presentation or marketing of the product.


AENOR's sensory analysis is carried out under the supervision of qualified personnel and in a sensory laboratory that meets the following requirements: 

  • Clearly separated waiting, preparation and tasting spaces.
  • Tasting rooms in accordance with the standard "ISO 8589: 2007. Sensory Analysis- General Guidance for the design of test rooms."
  • Storage room, fridge, freezer, with cameras.
  • Sample preparation room following rigorous standards of hygiene and food safety. 

Although the focus is on the characteristics of the product being tested, the most important factor is its relationship with the customer. Changes in consumer preferences affect their level of demand, so it is important to be very clear what the customer expects from the product at any given time.

These expectations can be applied to products that have not yet been released onto the market, as well as those already in circulation. The accurate information obtained from a sensory analysis allows manufacturers to make better decisions regarding product development or make changes to their existing offer to adapt it to customer demands.

As not everyone reacts the same to the same stimuli, it is important to choose a truly representative sample of panellists: a panel of selected consumers or a panel of experts with previously examined sensory skills.  

Regardless of the level of training and specialization of the panellists, they must always meet some basic requirements, such as:

  • Have a neutral opinion of the product they are going to test (typically, they must not have any reference to the brand to avoid conditioned opinions).
  • An absence of sensory disorders or intolerances/allergies to the product being tested, in order to guarantee the safety and reliability of the process.
  • Good communication skills to provide detailed information on their sensory experience with the product (texture, size, smell, appearance, taste, consistency, temperature, etc.). 

Although the focus is on the characteristics of the product being tested, the most important factor is its relationship with the customer. Changes in consumer preferences affect their level of demand, so it is important to be very clear what the customer expects from the product at any given time.

These expectations can be applied to products that have not yet been released onto the market, as well as those already in circulation. The accurate information obtained from a sensory analysis allows manufacturers to make better decisions regarding product development or make changes to their existing offer to adapt it to customer demands.

As not everyone reacts the same to the same stimuli, it is important to choose a truly representative sample of panellists: a panel of selected consumers or a panel of experts with previously examined sensory skills.  

Regardless of the level of training and specialization of the panellists, they must always meet some basic requirements, such as:

  • Have a neutral opinion of the product they are going to test (typically, they must not have any reference to the brand to avoid conditioned opinions).
  • An absence of sensory disorders or intolerances/allergies to the product being tested, in order to guarantee the safety and reliability of the process.
  • Good communication skills to provide detailed information on their sensory experience with the product (texture, size, smell, appearance, taste, consistency, temperature, etc.). 

Product assessments carried out by the AENOR Sensorial Laboratory are applied in three major business areas:

  • R&D&i

An assessment of the sensory characteristics of a product is essential in the early stages of its development. A sensory analysis of prototypes and formulations allows the necessary adjustments to be made in the manufacturing process to ensure a successful product launch.

  • Marketing

The influence of the brand, its scope and purchase intention are aspects to determine through a sensory analysis. This information is essential for assessing the position of the product with regard to the competition, with a view to designing more precisely targeted marketing campaigns.

  • Quality control

Products are evolving, and so are consumer expectations. A sensory analysis is a complement to physical/chemical and microbiological analyses, that help to understand the changes experienced by a product over its useful life. It is essential to check the quality and make the necessary adjustments to improve it.   

In order to make the most of the potential of this assessment methodology, in the AENOR Laboratory we carry out different sensory tests:

  • Consumption tests: evaluating the consumer's purchase intention regarding a certain product.
  • Preference and acceptability curves: two or more samples are compared to determine which product is preferred.
  • Penalty Analysis: used to identify the attributes of my product that most influence the opinion and preference of consumers, and which I need to modify to improve my positioning.
  • Group analysis: it is not only organoleptic aspects that affect consumers' perception of a product; other aspects such as nutritional values, ingredients or the type of packaging affect consumers' rating of a product. This test is used to identify the importance of different variables in consumer preferences.
  • Cluster analysis: this test is used to determine and identify groups of individuals with similar characteristics, or groups of consumers with different preference patterns. This tool helps identify targets in the population to whom we want to market our products.
  • Organoleptic profile: the organoleptic profiles of a product let me assess the homogeneity of a product at different manufacturing times or throughout its useful life.
  • Mapping: this tool combines tests with consumers and organoleptic profiles, allowing the organoleptic profile of a product to be related to consumer preferences. It is a very powerful test for exploring possible market niches before designing a product.

These AENOR sensory analyses can be carried out in several ways:

  • On-site tasting: done in a standardized tasting room, judges evaluate products in our facilities following established protocols.
  • Home tests: an individual analysis in which the aim is to recreate the normal conditions of use of the product. To do this, the selected person takes the sample home and tests it for a specific period of time. This type of test allows for longer tests, in order to analyse the customer's perception over longer periods.
  • Focus group tests: another variant of sensory analysis in which group dynamics are used. Participants can exchange opinions on the product they are assessing, following the guidelines of a moderator who ensures that the most relevant information is obtained for the study. 

The extensive catalogue of technical resources available at the AENOR Laboratory makes it possible to collect samples throughout the country, and to create panels with a high degree of accuracy. The consumer database is constantly expanding and prepared for analysis with all types of profiles, including children's panels. 

Sensory tests are interdisciplinary in nature, which allows the same product to be analysed from different perspectives without losing sight of the consumer's expectations. It is a highly useful scientific method for manufacturers: One of the keys to business success is creating a connection with the customer.

AENOR's sensory analyses are a fundamental part of the marketing, design and marketing strategies for any product, and its benefits are reflected in many areas of the company:

  • Identification of specific problems or defects of a product.
  • Preparation of flavour profiles.
  • Knowledge of consumer preferences.
  • Quality control regarding raw materials and formats.
  • Assessment and scope of the product in terms of format, packaging or convenience.
  • Monitoring of the market position with regard to competitors.

The evaluation of products by means of sensory analysis is an increasingly widespread practice among brands that seek to obtain a competitive advantage through product refinement. At the AENOR Laboratory, we provide customers with all the technical and human resources to carry out a sensory analysis based on the characteristics of each study and the quality standards that guarantee the validity of the results. 

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