Understanding "what" consumers want and "why" are two of the most significant hurdles faced by any business creating products for consumers. Properly conducted sensory research experiments can provide answers to these questions and more. Sensory evaluation provides strategic information at various stages in the product lifecycle including the front end of innovation, new product development, product optimization, marketplace audits, and quality control among others. Sensory research can help identify issues that contribute to a product's success (or failure). This fourth edition draws on the author's practical experience in partnering with business associates in marketing and development teams to bring creativity and innovation to consumer driven product development in today's global business environment. The field of sensory science continues to grow and is now recognized as a strategic source of information for many Fortune 500 companies. Many scientists working in this field depend on the core textbooks such as this one to enhance their working knowledge base with practical business applications. It appeals to sensory professionals in both in academia and business. It offers methods to integrate sensory descriptive information and consumer assessment. It coordinates marketing messages and imagery with the product's sensory experience.

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