Marketing data and analytics company Kantar has announced the launch of Sensory eValuate in India, as a part of its innovation testing suite. It uses sensory research to help evaluate consumer products using the human senses – touch, smell, sight and sound.
Sensory eValuate counts Loreal, Colgate Palmolive, Coca Cola, Nestle, Pepsi, Johnson & Johnson, Bayer, Diageo and Unilever among clients globally.
Ranjana Gupta, Lead – Innovation, South Asia, Insights Division, Kantar, said, “Understanding what product formulation best meets expectations requires specific sensory expertise and methods. Sensory eValuate brings insight to the detailed attribute level of formulations, empowering the R&D capability within client organisations for the creation of the ultimate sensory experience. Understanding how flavour, fragrance, surfaces, or sounds interact with consumer perception is crucial for the success of a product. Getting these elements right has the power to positively impact brand equity, demand a premium price, create memories, and establish a sensory signature that underlies long-term success in the market. Complimenting this with salience and a congruent total offer is the secret.”
Soumya Mohanty, MD & Chief Client Officer, South Asia, Insights Division, Kantar, added, “Innovation requires continual, ongoing effort to ensure that your pipeline delivers the products that will create growth opportunities. Since 1998, Kantar BrandZ has consistently identified three qualities that are the hallmarks of the strongest brands- meaningful, different, and salient. With the launch of Sensory eValuate in India, brand owners will benefit in staying meaningfully different and ahead of the pack. With a 30-plus year history in sensory and technical innovation and a total of 1 million plus consumers surveyed across 90-plus markets, Kantar’s Sensory eValuate solution can revolutionise product development in India.”
Sensory eValuate helps develop and optimise products; explore, design, or optimise new and existing products to drive consumer satisfaction, repeat purchase and brand loyalty.
The solution covers categories including food and beverage, fragrance, personal care and beauty, cleaning products, automotive, physical environments, and consumer goods.
Kantar’s eValuate suite of innovation tools includes Idea eValuate, Concept eValuate, Pack eValuate and Product eValuate.
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