Sensory analysis

At the AENOR Laboratory, we build trust through sensory analysis, food tastings, and assessments to understand consumer habits. Find out more!

Sensory laboratory: sensory evaluation for different industries

Facing a new product or a change in an existing offering can lead to shifts in consumer habits that manufacturers shouldn't overlook. Sensory analysis allows them to anticipate these user reactions so brands can make more informed decisions.

What is a sensory laboratory?

Companies' research, quality control, and product development departments use various tools to understand and adapt to consumer demands. Sensory analysis is among the most common techniques used to approach potential customers in this way.

This scientific method allows for obtaining objective information about something as subjective as the consumer's experience with the product. To achieve this, a testing methodology is applied that provides analytical data easily extrapolated to other aspects related to the product's manufacturing, presentation, or marketing.

  • Requirements

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

    • Spaces divided into clearly differentiated waiting, preparation and tasting areas.
    • Tasting room adapted to the standard "ISO 8589: 2007. Sensory Analysis- General Guidance for the design of test rooms."
    • Storage area with refrigeration and freezing chambers.
    • Sample handling area with the highest hygiene standards.

    • What types of products are analyzed in a sensory laboratory?

    One of the great advantages of the scientific method used in sensory analysis is that it can be applied to a wide variety of products. Although food tastings are the best known, sensory evaluation also extends to other industries:

    • Drugstore, perfumery and hygiene products (DPH)

    • Textiles

    • Cosmetics

    • Pharmaceutical, nutraceutical or bioceutical products

    Customer perception: the key to sensory evaluation

    Although the focus is on the specific characteristics of the product being studied, what is truly relevant is its relationship with the customer. Changes in consumer preferences affect their level of expectation, so it is essential to have a very clear understanding of what the customer expects from the product at any given time.

    These expectations apply to both products that have not yet been launched and those already on the market. The high level of detail that a sensory evaluation can achieve allows manufacturers to make more informed decisions regarding product development or to modify their existing offerings to better meet customer demands.

  • Requirements

    Since not everyone reacts the same way to the same stimuli, it is important to choose a truly representative sample of tasters: a panel of selected consumers or a panel of experts with previously tested sensory capabilities.

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

    • Neutrality towards the product they must test (usually they should not have any reference to the brand to avoid biased opinions).
    • The absence of sensory disorders or intolerances/allergies to the product being tested, thus guaranteeing the safety and reliability of the process.
    • Good communication skills to provide detailed information about your sensory experience with the product (texture, size, aroma, appearance, taste, consistency, temperature…).
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    Applications of sensory analysis

    The product studies carried out by AENOR's Sensory Laboratory have applications in three important business areas:
    Evaluating the sensory characteristics of a product is essential in the early stages of its development. Sensory analysis of prototypes and formulations allows for necessary adjustments to the manufacturing process to ensure a successful market launch.
    Brand influence, reach, and purchase intent are aspects that can also be determined through sensory analysis. This information is extremely useful for assessing a product's position relative to the competition and for designing more targeted marketing campaigns.
    The product evolves, and so do consumer expectations. Sensory evaluation complements physicochemical and microbiological analyses , helping to understand the changes the product undergoes throughout its shelf life. It is essential for verifying quality and making any necessary adjustments to improve it.

    What does AENOR's sensory analysis proposal consist of?

    In order to take full advantage of the potential of this evaluation methodology, at the AENOR laboratory we carry out different sensory tests:

    • Consumer tests : allow us to assess the consumer's purchase intention with respect to a particular product.
    • Preference and acceptability tests : These are a comparative analysis between two or more samples in order to identify the specific attributes that make the taster choose one product over another.
    • Penalty Analysis : allows us to identify the attributes of a product that most influence consumer opinion and preference, and which ones I need to modify to improve my positioning.
    • Overall analysis : not only organoleptic aspects affect consumer perception of a product, but other aspects such as nutritional values, ingredients, and packaging type also influence consumer evaluation. This test allows us to identify the importance of different variables in consumer preferences.
    • Cluster analysis : This test allows us to identify groups of individuals with similar characteristics or groups of consumers with distinct preference patterns. This tool helps identify target populations for our products.
    • Organoleptic profile : the organoleptic profiles of a product allow me to evaluate the homogeneity of a product at different times of manufacture or throughout its useful life.
    • Mapping : This tool combines consumer testing with organoleptic profiles, allowing you to relate a product's organoleptic profile to consumer preferences. It's a powerful test for exploring potential market niches before designing a product.

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

    • On-site tasting : conducted in a standardized tasting room, the judges evaluate the products at our facilities, following established protocols.
    • Home Testing : This is an individual analysis designed to recreate normal product usage conditions. The selected participant takes the sample home and tests it for a specific period. This type of test allows for longer-term trials to analyze customer perception over extended periods.
    • Focus Group Method : This is another variation of sensory analysis that employs group dynamics. Participants can exchange opinions about the product being evaluated, following the guidelines of a moderator who ensures that the most relevant information for the study is obtained.

    The extensive range of technical resources available at AENOR Laboratory facilitates sample collection throughout Spain and the creation of highly accurate panels. The consumer database is constantly expanding and equipped to perform analyses with all types of profiles, including children's panels.

    Benefits of sensory analysis in product research and development

    Sensory testing is an interdisciplinary method that allows for the analysis of a single product from different perspectives , always keeping in mind consumer expectations. It is a highly useful scientific method for manufacturers: one of the keys to business success lies in this connection with the customer.

    AENOR's sensory analyses are a fundamental part of the marketing, design and commercialization strategies of any product, and their benefits are manifested in various areas of the company:

    • Identifying specific problems or defects in a product.
    • Flavor profiling.
    • Knowledge of consumer preferences.
    • Quality control over raw materials and formats.
    • Product evaluation and scope in terms of format, packaging or convenience.
    • Monitoring positioning relative to the competition.

    Product evaluation through sensory analysis is an increasingly common practice among brands seeking to gain a competitive edge through product improvement. At the AENOR laboratory, we provide clients with all the necessary technical and human resources to conduct a sensory evaluation process tailored to the specific characteristics of each study and to the quality standards that guarantee the validity of the results.