There are three elements to
the SensoMetrics philosophy
of sensory research:
The Product Experience
Consumer satisfaction and consequent intention to buy rests with the product experience. Other aspects of the marketing formula, advertising, image building etc. are vital to the trial and reinforcement of the decision to 'adopt' the product . But they cannot compensate for an unsatisfactory product experience, (see Sensometrics Purchase Cycle)
Measurement
The product experience must be measured and measured precisely. Without precise measurement – as in purely qualitative exploration – the level of consumer satisfaction with the product experience remains a matter of conjecture.
Cause and Effect
Much consumer research is purely descriptive; it offers little in the way of explanation and hence cannot advance our understanding. The SensoMetrics position is that, wherever possible, the effect (the product experience) should be linked to the cause (product formulation). Understanding, and the guidelines toward product improvement, rest on this linkage.
These three elements form the basis of our approach and are accommodated within the scientific discipline of psychophysics. It is psychophysics that provides the theoretical structure to good sensory research.