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Consumer Sensory & Market Research for FMCG: food, beverages, cosmetics
Optimize your product and boost repeat purchases through in-depth analysis of consumer feedback.
Consumer Sensory & Market Research for FMCG: food, beverages, cosmetics
Optimize your product and boost repeat purchases through in-depth analysis of consumer feedback.
Our Approach
Product launches require significant investment—tens to hundreds of millions of rubles—allocated to production lines, packaging, distribution, logistics, trade marketing, and promotional activities.
We partner up with Marketing, R&D, and NPD departments to test underperforming products, operating on the hypothesis that their market challenges are linked to sensory and consumer properties.
We analyze consumer perception across all sensory attributes, from taste, aroma, and texture to dozens of other critical parameters.
We provide useful insights on how your product is perceived relative to competitors, identifying its strengths, weaknesses, and the necessary formula changes to achieve market superiority.
What You Gain:
Consumer segmentation
Formula selection and optimization focused on achieving competitive superiority
Concept, design, and promotional material testing (e.g., advertising videos, audio-visuals, OOH, logos)
If required, multisensory research (e.g., perception of a car dashboard: audio, color, haptics, usability)
U&A and pricing research (integrated seamlessly into the interview process to ensure respondent comfort)
Raw material quality control and sensory panel management
CATI for branding and customer research
Descriptive analysis
Field surveys (street, mall, retail locations) and online surveys
Why Partner with Us
- We are 100% committed to your project from our first point of contact.
- We understand the complexities of contract approvals within large corporate cultures.
- We can launch a project—with testing and final reporting included—in a single week.
Accelerated Project Launch
- 20 test booths, each equipped with dedicated kitchens for sample preparation and distribution.
- Full-service equipment: stoves, ovens, refrigeration units, freezers, hoods, blenders, microwaves, chafing dishes, steamers, etc.
- Competitive shelf simulation (using product mock-ups for realistic testing environments).
- Controlled environments for experimental research. We also maintain an established procurement and product delivery service.
- Experienced quality research department, supported by dedicated Data Processing (DP) and Analytics teams.
Three Test Studios Strategically Located for High Consumer Traffic
- 24/7 project support.
- Nationwide coverage: all of Russia.
- A 52-person project team, managed through a single point of contact with a dedicated personal manager.
- Our primary focus is client care and quality results.
- Payment deferrals available for long-term clients
Personalized Service
- Adherence to leading standards to maximize service effectiveness.
- Advanced methodologies for research and actionable results.
- Collaboration with global industry associations and laboratories.
- Over 20 years of direct experience serving headquarters of major American and European manufacturing companies.
World-Class Service Standards
- Translating research results into practical product development.
- Consulting on flavor and aroma solution development.
- Ingredient selection and sourcing.
Boutique NPD Formula Project
NPD Research by the Numbers
Daily interview capacity: up to 200 in Moscow, up to 500 nationwide.
25+ years of FMCG expertise
200+ brands supported
Average client revenue: from 2 billion rubles/year
Project budgets start at 150,000 rubles
Compliance with GOST ISO 8589—2014
Case Study: Cottage Cheese Manufacturer
Consumer Sensory Evaluation
A leading Russian dairy producer sought our assistance to test its low-fat cottage cheese line.
Client's Challenge
The client’s product demonstrated excellent results, scoring higher than all competitors in Overall Liking (OL).
Our Solution
However, Penalty Analysis revealed specific parameters requiring improvement, leading to recommendations for formula enhancement and increased customer loyalty.
The Outcome
Case Study: Meat Product Manufacturer
Consumer Sensory Evaluation
A leading food company sought to understand the reasons behind the underperformance of its pork and beef minced meat products.
Client's Challenge
We conducted a combinatorial test, including Sensory Descriptive Evaluation (SDE), studio testing, and a kitchen study. The results showed that the client’s minced meat was initially darker than competitor SKUs, failing to meet consumer expectations. Furthermore, during cooking processes, the meat released an unappealingly colored liquid, negatively impacting product ratings and sales.
Our Solution
The client received a comprehensive set of recommendations for product reformulation to drive future growth.
The Outcome
Case Study: Potato Chip Manufacturer
The potato chip manufacturer faced the challenge of analyzing texture perception for a new product launch.
Client's Challenge
Consumer Sensory Evaluation
Testing with 600 regular consumers identified key texture profiles and their 'likability,' along with an analysis of which texture parameters most significantly contribute to the product’s Overall Liking (OL).
Our Solution
The client received specific product development recommendations, focusing on both texture and flavor components of the formula.
The Outcome
Case Study: Carbonated Beverage Manufacturer
Consumer Sensory Evaluation
The beverage manufacturer tasked us with developing an optimal flavor matrix for a line of highly carbonated, flavored waters. A secondary objective was to determine the ideal flavor lineups across various subgroups: refined sugar, sugar substitutes, and sugar-free.
Client's Challenge
We executed a multi-session test where participants evaluated four products per session. We also implemented specific cells and quotas based on water consumption habits, carbonation type, and sugar content.
Our Solution
Applying TURF Analysis, we formulated recommendations identifying the main driver flavors and their complementary counterparts, resulting in an optimal flavor matrix for market launch.
The Outcome
Case Study: Pet Food Manufacturer
The pet food manufacturer hired us to select and train a descriptive sensory panel for evaluating their products against competitors.
Client's Challenge
Consumer Sensory Evaluation
We quickly selected 25 participants from 120 potential candidates, who then participated in testing under controlled conditions.
Our Solution
A key client compliment was the finding that our sensory panel’s evaluations matched those of a long-established, trained panel in a different country.
Case Study: Plant-Based Milk Manufacturer
A large plant-based beverage manufacturer approached us to understand the reasons for their weak sales, despite competitor growth.
Client's Challenge
Consumer Sensory Evaluation
Several of the client’s SKUs were benchmarked against clear competitors selected for the test.
The test, conducted with 600 segmented participants, revealed a category-wide issue: insufficient 'milkiness' and 'creaminess,' and excessive 'wateriness.' Furthermore, a key purchase distractor was identified in the client’s product: bitterness, which repelled consumers and lowered the Overall Liking (OL) rating.
The test, conducted with 600 segmented participants, revealed a category-wide issue: insufficient 'milkiness' and 'creaminess,' and excessive 'wateriness.' Furthermore, a key purchase distractor was identified in the client’s product: bitterness, which repelled consumers and lowered the Overall Liking (OL) rating.
Our Solution
The client received a comprehensive set of recommendations for product reformulation to drive future growth.
The Outcome
Our Current Clients
FAQ
We operate three fully-equipped test studios in high-traffic consumer areas. Recruiters invite participants, who undergo rescreening before evaluation. Assessments are primarily conducted in a blind format (brand identity is concealed). Following product trials (per the testing protocol), participants provide ratings on product scales and answer questions tailored to the client’s objectives. Non-food products (e.g., hair care) may be tested via Home Use Tests (HUTs).
Our methodology is customized based on three core components:
• Product category, sensory intensity, and preparation protocols.
• Business objectives (e.g., testing internal samples differs from benchmarking against references or competitors).
• Target audience characteristics.
However, this process is not time-consuming. Most clients utilize our standard methodologies and established testing frameworks. We have pre-developed resources (methodologies, descriptor sets, preparation protocols) for most categories, which significantly accelerates project timelines.
• Product category, sensory intensity, and preparation protocols.
• Business objectives (e.g., testing internal samples differs from benchmarking against references or competitors).
• Target audience characteristics.
However, this process is not time-consuming. Most clients utilize our standard methodologies and established testing frameworks. We have pre-developed resources (methodologies, descriptor sets, preparation protocols) for most categories, which significantly accelerates project timelines.
Up to 80% of participants are sourced from natural foot traffic. For narrower segments (e.g., specific brand consumers or mothers with children), we utilize targeted pre-recruitment.
For most categories, 20−30g/ml is sufficient for sensory evaluation. Beverage testing often requires up to 200g or a full package to assess attributes like ‘drinkability.' While a small test may require 4−6 liters/kilograms, we are equipped to receive and store several tons and pallets of product in our cold storage facilities.
A typical timeframe is 2−4 weeks. We offer rapid-launch tests (initiated with a single call) and larger programs spanning several months. Leading Marketing and R&D professionals focus not on the timeline of a single test (like a single floor in a building) but on the overall strategic planning (the entire building) that defines long-term product competitiveness.
- CEO of NPD Group (NPD Research, NPD Formula, Tochka Rosta Agency)
- Author of the Telegram Channel ‘Vkusny Roman’
- Consumer research expert since 2000. Responsible for leading consumer testing for New Product Development (NPD) for several leading companies in the dairy, meat, beverages, snacks, breakfast foods, and non-food sectors.
- Founder of NPD Club
- Author of the HSE University course: ‘Consumer/Sensory Research’
- FMCG Columnist for Monocle magazine (Expert)
Request a Proposal
Contact us today to find your optimal solution.
Roman Shalimov
Office 2/P, Bldg 2, 9 60-letiya Oktyabrya Avenue, Moscow.
Mon-Fri, 10:00 AM – 6:00 PM
Mon-Fri, 10:00 AM – 6:00 PM
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