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C. A. DUS, Innovation & Technical Development, Sensory Spectrum, Inc., 24 Washington Ave., Chatam, NJ 07928 There is a lot of talk these days about innovation. "We must innovate!" is the battle cry heard within the walls of many food companies and the product developers nod in agreement and then return to their lab benches, scratch their heads, and wonder where to begin. A place to begin is a visit to the sensory evaluation department, for that is where the product developer can begin to understand the product, the consumer, and ultimately the sensory experience. Innovative products and services are those that deliver an unforgettable customer/consumer experience, often described using sensory expletives. These sensory cues can be designed into any new product. Whether food product developers know it or not, they are in the experience business. The question remains, how to isolate and deliver a designed experience? Tools and insights are presented, through case studies, which highlight not only the importance of sensory cues in the consumer's world, but also the messages these cues communicate. The product developer is charged with setting the consumer experience. Consumers, being human, rely on their senses to decide if the product expectation is met. Collaborating with a sensory scientist, the product developer can orchestrate a deliberate consumer experience that has the consumer coming back for more.
Session 29, The role of sensory in new product innovation
2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana |