Sensory Profiling
Sensory Profiling
Sensory Profiling uses trained panellists to assess products against their key parameters. This research takes the ‘liking’ out of the analysis, focusing instead on objective measurements of each key parameter of a product. These measurements then allow us to generate unique product profiles for each product assessed. Our trained panellists are selected from a pool of respondents who have higher than average sensory acuity, and greater ability to identify different tastes and smells. They are extremely experienced in sensory profiling and have carried out assessments with many different food and beverage products.
Work with us10,000+
real food & drink tasters are on our database
22%
increase in repeat purchases post-reformulation
2 wks
typical project turnaround from briefing to report
Know what consumers really think. Build products they prefer.
Independent, unbiased consumer research that provides the insights you need to improve products, validate claims, and make confident business decisions.
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Trained Sensory Panellists
Real consumer feedback
Independent, unbiased testing
Our WSS App & Sensory Software — Supporting Accurate Testing
Our WSS App finds the perfect testers by matching your products with consumers. This targeted approach ensures more precise, actionable insights for your brand.
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Matches products with ideal testers
Gathers real-time feedback
Provides detailed consumer insights
Actionable Insights to Optimise your Product
We transform data into clear, actionable insights, helping you understand what works, what doesn’t, and how to refine your product for greater market success.
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Clear reports with key insights
Custom plans for improvement
Launch your product with confidence
Your Questions, Answered
Have questions? We’ve got answers. Find out how food testing works, what to expect, and how it can help optimise your products.
Contact UsWhat is sensory profilling?
Sensory profiling is conducted using a trained panel that evaluates products against a predefined set of sensory attributes, such as appearance, aroma, flavour, texture, and aftertaste. Panellists assess each attribute using structured scales, generating quantitative data that describes the product's sensory characteristics. The results are then analysed statistically to create detailed sensory profiles, allowing products to be compared, benchmarked, monitored for consistency, or assessed following recipe, ingredient, or process changes.
How long does the process take?
Most sensory profiling projects can be completed within 2–4 weeks, depending on the number of products being assessed and the complexity of the study. This includes panel training or calibration (where required), product evaluation, statistical analysis, and reporting. Clients receive a comprehensive report containing sensory profiles, data visualisations, and expert interpretation of the results.
How does the selection process work?
Wirral Sensory Services recruits participants using targeted demographic criteria tailored to each project’s objectives, ensuring feedback is gathered from the most relevant consumer groups. Participants are screened through detailed questionnaires to confirm they meet specific requirements such as age, gender, purchasing behaviour, product usage, lifestyle characteristics, or dietary preferences. Recruitment is conducted through our extensive in-house consumer database and dedicated recruitment app, enabling us to quickly identify, engage, and manage suitable participants while maintaining high data quality and representative sample profiles.
What kind of data will I receive?
Clients receive a comprehensive PowerPoint report containing detailed sensory profiles for each product, supported by statistical analysis and clear data visualisations such as spider charts and attribute plots. The report highlights key differences between products, identifies the sensory attributes driving those differences, and provides expert interpretation to help inform product development, benchmarking, quality control, and reformulation decisions.
Proven Results for Brands
See how our food testing has helped brands optimise their products. Our case studies showcase real-world success stories, highlighting how data-driven insights led to improved product performance and market success.
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25%
Sales Increase
A leading food manufacturer refined their recipe after sensory testing showed 80% of consumers preferred a new texture and flavour profile.
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45%
Customer Satisfaction
Testing showed that consumers preferred products made with natural ingredients over synthetic alternatives, contributing to higher customer satisfaction rates.
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32%
Repeat Purchase
After addressing key feedback from our panel on taste and texture, the brand saw a 22% increase in repeat purchases.
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We'd love to hear about your upcoming projects big or small, informal chat or full briefing.
Contact Information
Let's Understand Your Consumers Together.
Tell us about your challenge, and we'll design the right research approach to give you clear, actionable answers.
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