The million-dollar taste-tester question: Blind Sensory Testing or "Spoilers Ahead" Product Concept Testing?

Critics often joke, "No product sits on shelves with just a quirky code, so why test blind?" Here's the reply:

If a product crashes and burns in the market without blind sensory analysis, pinpointing the failure becomes a guessing game. Was it the product's flavour? Or maybe its marketing wasn't good enough? Without blind testing, it's like trying to perfect a recipe without tasting it! Both testing styles offer unique insights. For product developers and marketers in the food industry, combingin both methods offers an all-encompassing approach to product success.

Marketing-centric sensory tests usually involve participants already biased positively towards a product. No wonder these tests often result in glowing reviews. Meanwhile, pure sensory tests are more democratic, inviting anyone familiar with the product category.

Without the integrity of blind tests, the insights required for product success remain a mystery. Products may soar or plummet during concept-rich market research for countless reasons. With consumers' tendencies to integrate information and display biases like the halo effect, their obvious reasons for product preference can't always be taken at face value.

While impeccable sensory appeal doesn’t guarantee market success — given the multitude of factors like price, positioning, advertising, and packaging — it remains the foundational platform. A platform upon which skilled marketers sculpt their strategies to resonate with consumers in the real world.

Read more: Lawless & Heymann, 2010, Sensory Evaluation of Food Principles and Practices.