Sensory analysis

Sensory analysis (or sensory evaluation) is a scientific discipline that applies principles of experimental design and statistical analysis to the use of human senses (sight, smell, taste, touch and hearing) for the purposes of evaluating consumer products. This method of testing products is generally used during the marketing and advertising phase. The discipline requires panels of human assessors, on whom the products are tested, and recording their responses. By applying statistical techniques to the results it is possible to make inferences and insights about the products under test. Most large consumer goods companies have departments dedicated to sensory analysis. Sensory analysis can mainly be broken down into three sub-sections: Analytical testing (dealing with objective facts about products) Affective testing (dealing with subjective facts such as preferences) Perception (the biochemical and psychological aspects of sensation) Sensory analysis is a core component of organoleptic testing, dating back to the famous treatise De architectura by Vitruvius.