Sensory research is a unique area of market research that combines data analysis and the use of our senses (sight, smell, taste, touch and hearing) for the purpose of evaluating consumer products. Sensory evaluation can help you launch successful products, with a great product experience.

This, in turn, is a key determinant of repeat purchase – we can help you to ensure that happens. Throughout the product development process, we have a range of tools to help you – from identifying winning ideas right through to optimising in-market products and packaging.

Identifying Winning Ideas

Winning concepts are identified early in the development cycle, screening ideas for their potential prior to investing in the development of prototypes.

Deep-Dive Sensory

Qualitative methods (in-person or online) are used in conjunction with sensory evaluation to provide a depth of understanding in specific areas, adding a richness to sensory results to further explore behaviours, attitudes, and reactions to products/concepts.

Packaging Evaluation

At any point in the creative process, from concept to finished form, research allows for consumer feedback to inform design optimisation before any significant decisions or investment are made.  We can test pack functionality, as well as pack visibility on shelf and label design aesthetics to determine fit with the product and brand.

Range Optimisation

We determine the best combination of products or flavours to deliver the greatest market reach.

Sensory Evaluation

Prototypes are evaluated by a robust sample of consumers, providing clear direction on how products can be optimised to enhance appeal and performance prior to launch.  We can test competitor products, new or modified products, or reformulated products – to provide product optimisation recommendations ensuring limited risk to your business.

In-Home Testing

In-home testing offers the closest indication of how products will perform once launched.  Products are evaluated in home over an extended period of time, with participants using and preparing products in their own manner, as they usually would.

Category Appraisal

A sensory category overview identifies NPD opportunities and where there are gaps in the market for new products, informing your business’ NPD strategy.



Group Account Director



Account Director

Our thinking

Colmar Brunton give STEM students a taste of the business world.
We were delighted to answer the call for help from Hobsonville Secondary School who wanted to bring the world of business into their integrated business studies and math class. Enter a busload of teenagers to our Sale St offices where they were introduced to the mysterious world of market and sensory research.
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Blog: Tidy Kiwis are becoming more considerate
It’s impossible to deny the sharp increase in consumer awareness and consideration for our environment. Research by Colmar Brunton shows that for three quarters of New Zealanders, purchase decisions are influenced by environmentally friendly packaging.
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NZ Sensory and Botanicals
Colmar Brunton’s sensory team gave a behind the scenes experience of their purpose built state of the art sensory lab right here in Auckland at a special event with The Botanical Distillery and the Tea Master Blender from Tia Ora.
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Concept testing – identifying winning ideas
We can help your business to drive innovation and growth by identifying ideas and concepts that are the most appealing and relevant to your consumers.  Concept testing research puts consumers in the driving seat to decide which ideas hold the greatest potential; screening ideas early in the development cycle.
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