Research Vibe

Sensory Research Beyond Food

More than a tool for food and beverage development.

In a previous post “Sensory and Consumer Research: Separate or Synonymous?”, I posed the question “How do we best communicate and market our [Sensory] discipline to allow it to serve its highest purpose?” I continue to explore that question both in my daily work with client teams and in my role as Chair of ASTM Committee E18 on Sensory Evaluation.

As a professional community, we have long debated whether we need to include both “consumer” and “sensory” as a part of our Sensory Science discipline description to effectively market the range of potential research methods that make up the sensory capabilities toolbox. That discussion has developed recently to include a renewed focus and attention on sensory research as a potential resource for product categories beyond food. So much of the educational content, published research, and scientific references generated by our sensory community use food as a test medium or reference food in examples. However, sensory research is a valuable resource for any product that humans perceive and evaluate with the senses. Everything from lipstick to electronics to automobiles engages human senses throughout the use and consumption experience.

In the past year, Society of Sensory Professionals leadership began creating an initiative to engage sensory scientists who work on product categories not related to food and to find additional ways to develop and support professionals from all product sectors. For now, SSP champions are calling the effort “Beyond Foods.” The society hosted a virtual regional meeting in Spring 2016, “Beyond Foods: What’s different about non-foods sensory?”

ASTM Committee E18 on Sensory Evaluation is working to create standards and best practices for sensory research across a broader range of product categories, including mechanical and electronic devices. Committee members and contributors are also cognizant of including illustrative examples from a wide variety of product categories in published standards. In addition to making published standards more valuable and marketable to a wider user audience, the effort will engage sensory professionals from a broader range of companies and industries as contributors to create and publish quality sensory standards to advance the field of Sensory Science.

So, the question becomes, what language do we use to communicate the wide range of product categories that Sensory research can serve? Food and Beyond Food or Non-Food, surely we can do better. Consumer Product Goods, CPG, is better, but still somewhat confining. I would love to hear any of your ideas!