When Good Products Fail: What Sensory Research Can Miss
For over a decade, we’ve been conducting sensory research—testing products in focus group facilities and consumers’ homes to uncover insights that help R&D teams fine-tune products before they hit the market.
Most sensory studies rightly zero in on a product’s sensory attributes—taste, texture, smell, appearance. But what we’ve found time and again is this: the best product isn’t always the one that tastes or smells the best. It’s the one that shows a deep understanding of its audience.
You can create the most delicious, fragrant, visually appealing product in the world—but if it doesn’t align with your customers’ needs, values, and mindset, the risk of failure is high.
That’s why sensory research shouldn’t exist in a vacuum. It must be part of a broader research strategy that centers on the customer’s unmet needs, aspirations, and worldview. The product should be built around the people it’s meant to serve.
Here are just a few examples from our recent work that highlight this principle in action:
The “fun” snack that moms wouldn’t buy: A kids’ snack brand leaned into fun—superheroes, cartoons, bright packaging—to catch children’s eyes in the aisle. But they overlooked the fact that moms are the ultimate purchase decision-makers and have competing needs. While kids loved the look, moms rejected the product because the ingredient list wasn’t clean or simple enough. For them, "fun" wasn't enough without health-conscious ingredients.
An anti-aging skincare line that missed the mark with Gen Z: A beauty brand tested a new anti-aging skincare line that resonated with older women—but Gen Z women rejected it. Not because they don’t care about skincare, but because they reject the premise that aging should be “fought.” For them, beauty is about health and wellness, not reversing time. The product didn’t align with their values.
Diet food that didn’t fit the lifestyle: A brand developed diet foods targeted at consumers taking GLP-1 weight loss drugs. But the entire concept of a "diet food" fell short among these consumers, because even though they were trying to lose weight, they're also trying to establish long-term healthy habits, including eating whole, healthy foods. These consumers were open to convenient options, but only if they aligned with their bigger lifestyle goals around whole, nourishing foods.
These cases underscore that creating successful products requires a deep, holistic understanding of your audience. And because consumer mindsets are constantly evolving, brands must continuously update their insights to stay relevant—and spot new opportunities for innovation.