On the intersection of products and concepts: opportunities for sensory analysis to improve the commercial development process

Commercial product development entails the creation of physical products and concepts. Concepts are both descriptions of product characteristics and statements about why consumers should buy the product. Traditionally, sensory analysis has shied away from concept work. This paper points out specific areas in which sensory analysis can make a contribution. The paper shows specific examples and interpretations for each of the following four opportunities: 1.Pre-work: before concepts are created, to show what sensory attributes drive image attributes (these image attributes being the attributes that will be used in the concept). 2.Concept infancy: show sensory "holes" in the category that can form the basis of a product concept. 3.Product to fit a concept: create product formulations that match concept or image profiles, and its dual opportunity. 4.Concept to fit a product: actually create combinations of concept elements that fit a product or an end use.