HCD Teams Up with Sensory Research Specialist

US-based marketing and communications specialist HCD Research has struck an agreement with sensory research specialist SENSANALYSIS, to co-develop and market products and services integrating neuroscience methods and qualitative 'multi-sensorial' research tools.

SENSANALYSIS' expertise lies in uncovering feelings toward concepts and products which are 'difficult for consumers to articulate', especially where concepts, smells, tastes and textures are concerned. Methods include both direct and indirect questioning.

HCD, which has more than two decades of experience studying communications, packaging and consumer products, has been building and integrating its cognitive and applied neuroscience market research services for a number of years, including biometric measures and neuroscience-based Flavor and Fragrance studies, and most recently rolled out the methods in China.

The two companies will now work together to integrate their skills and provide 'comprehensive testing methodologies' probing consumers' perception of products from both conscious and subconscious angles, and helping users to optimise product attributes.

Glenn Kessler, President of HCD Research says of the partnership: 'Neuroscience methods are best utilized when combined with qualitative techniques to further understand the dimensions of the consumer response to products, allowing marketers and product developers to identify product attributes that meet product objectives, consumer expectations and emotional targets'.

Web site: www.hcdi.net .