3. Formulation sensory design

The sensory approach to product design enables us to integrate the unconscious wishes and expectations of consumers. This approach addresses the desired effects responsible for perceptible, measured differentiation, and then integrates them into the specifications. Subsequently, the formulation team can identify the raw materials responsible for the expected sensory effects and develop the desired product. Sensory evaluation techniques are used again at the end of the process to measure the match between expected and achieved performance (figure 9 ).