MUMBAI: A session ‘Winning With The Senses: How Sensory Science Drives Market Success’ organised by the Market Research Society of India (MRSI) brought together a panel of industry experts. The panel featured Supriya Dang, Independent Consultant specializing in Human Insights, Behaviour Science, Brand & Product Strategy (ex-Unilever); Sandeep Budhiraja, Director and Promoter of Spark Sensory; and Nirmala Metwal, Consumer Sensory Insights Leader at Mondelez International. The discussion was moderated by Sunder.
The session focussed on understanding how our senses — sight, sound, touch, taste, and smell — profoundly impact the way we experience products and brands. By decoding the science behind these sensory cues, brands can craft more meaningful products, create deeper emotional engagement, and foster long-term loyalty.
Dang opened the discussion by setting the stage with her perspective on sensory science. She described it as the bridge that connects tangible product experiences with how these experiences are processed and interpreted by the human brain. This connection, she emphasized, forms the foundation of effective product design and brand communication. Drawing from her experience in consumer insights and product strategy, Supriya illustrated her points through a series of relatable and powerful examples.
Her first example centered around Surf Excel’s packaging innovation, specifically, the click sound made when closing the lid. This subtle auditory cue was intentionally designed to mimic the sound of a washing machine lid closing, thereby evoking the sense of completeness and reliability associated with laundry. This, she explained, not only enhanced the consumer’s experience but also acted as a sensory cue for product upgradation, subtly positioning Surf Excel as a technologically superior choice in its category.
Moving to the next instance, she spoke about tactile beads in liquid handwash formulations. These small, textured beads were not just a visual or functional addition but played an important sensory role, giving consumers a more engaging, interactive, and satisfying washing experience. This example underscored how touch, though often underestimated, can strongly influence how consumers perceive the efficacy and quality of a product.
Her third example focused on the aroma of freshly baked cookies and how it can instantly draw customers into a store. The smell of warm cookies triggers emotional memories, creating a welcoming atmosphere that encourages people to linger longer and make purchases. Supriya highlighted that even a single sensory cue, when used strategically, can act as a powerful behavioural nudge, shaping perceptions and guiding purchase decisions. She concluded her segment by emphasizing that sensory cues should never be treated as mere embellishments, they are integral components that can elevate a brand’s emotional resonance and functional appeal simultaneously.
Budhiraja took the discussion forward by exploring the technical and scientific aspects of sensory science in greater detail. He began by recalling a defining moment early in his career when a client questioned the reliability of consumer data, dismissing it as “subjective.” This experience prompted he to delve deeper into the science of perception, leading him to understand how sensory science provides a structured, objective, and measurable framework to describe and evaluate product attributes such as taste, aroma, texture, and appearance.
He explained that while traditional consumer research often focuses on overall liking or preference scores, sensory science goes a step further by uncovering why consumers feel a certain way about a product. It identifies the exact sensory triggers that drive preference, allowing brands to act on data-driven insights rather than assumptions. This precision helps research and development teams fine-tune product formulations to match consumer expectations more effectively.
He also elaborated on how trained sensory panels are developed, professionals who undergo extensive calibration and testing to accurately evaluate sensory attributes. These panels help create sensory maps, which visualize how products perform across different parameters and how they compare against competitors. Such tools, Sandeep noted, are instrumental in identifying both product strengths and opportunities for improvement.
Discussing the various methodologies used in sensory evaluation, He mentioned Quantitative Descriptive Analysis (QDA), which helps in quantifying product attributes; discrimination tests, which determine if consumers can perceive differences between samples; and temporal dominance techniques, which capture how sensory perceptions evolve over time. These scientific approaches, he emphasized, enable brands to make informed decisions about formulation, optimization, and consistency.
He stressed that differentiation through sensory cues is essential in today’s competitive landscape. Brands, he advised, must not only innovate through product formulation but also communicate simple, clear sensory stories that consumers can easily relate to. According to him, when brands successfully link sensory experiences with emotional storytelling, they create enduring consumer connections that transcend price or functionality.
Metwal, who brought in a brand-side perspective from her extensive experience at Mondelez International. She shared her insights on how sensory science plays a pivotal role in crafting consistent, meaningful consumer experiences across markets. She illustrated this through a fascinating example of developing a more “refreshing” orange drink to compete effectively in a key category.
Her team’s challenge was to decode what “refreshing” truly meant to consumers. To achieve this, they systematically analyzed sensory cues such as appearance, aroma, flavour, mouthfeel, and aftertaste. Through this process, they discovered that consumers associated a lighter orange colour with freshness and quality, preferred a balanced sweet-sour flavour that avoided excessive sugariness, and favoured a smooth texture that left a clean finish. These insights, Nirmala explained, directly guided both product formulation and packaging design.
By aligning the sensory elements with consumer expectations, the final product was able to deliver refreshment on multiple levels, functional, emotional, and multisensory. Nirmala highlighted how such sensory alignment ensures that consumers not only like a product but also remember and trust it. She further emphasized that the real strength of sensory science lies in its holistic application, extending from R&D and product design to marketing communication and brand positioning. When brands integrate sensory insights across all touchpoints, they can achieve greater market success and stronger emotional loyalty.
The MRSI webinar wrapped up with compelling takeaways that reinforced the central theme, sensory science serves as the bridge between consumer perception and product innovation. Each speaker, through their distinctive lens, highlighted how understanding and strategically leveraging sensory cues.
The speakers collectively agreed that in an increasingly competitive and cluttered marketplace, sensory differentiation is becoming one of the most powerful tools for brands to stand out. Whether it is through the satisfying click of packaging, the warmth of a familiar aroma, or the feel of a product’s texture, each sensory element can create lasting impressions that go beyond rational decision-making. The session concluded with a unified message: sensory science is not merely a technical discipline, but a creative and strategic enabler that helps brands forge emotional, consistent, and enduring connections with consumers.
