Convincing in all dimensions


Only when perceiving and experiencing a product with all five senses can the following questions be answered:

  • Which product development or variant is best suited for launch or re-launch?
  • How favorable does the product compare to the competition?
  • Which product features or optimizations are relevant for the consumer? In which to invest?
  • Which savings or process optimizations are feasible for production without lowering consumer acceptance?

MWResearch has been product testing many food and drink, beauty & care as well as tobacco products ever since its foundation almost 50 years ago.



Therefore MWResearch has decades of experience and the necessary methodological know-how for tailor-made and profit-related research approaches. These include central location tests (CLT), which guarantee controlled test conditions for optimal product preparation and tasting. When testing products under real-life conditions are required in-home use tests (HUT) are one possible alternative.


In-home tests can be supplemented by online blogs and chats in order to collect life experiences from users. In our Try4Insights approach respondents participate actively in an online forum parallel to using the product. Once the usage period has ended respondents can join our InsightsLounge (see focus groups) to discuss experiences with other users.


Take advantage of our unique sensory testing tool SensUp® that allows you to measure the perception of sensations and their strength in a highly differentiating way. It is based on the Magnitude Estimation Scale (M.E.S.) and enables the consumer to evaluate a relatively big number of product variations – especially those with minute differences in taste, texture, looks or smell – in such a way that existing nuances become visible and can be used for relevant adaptions in product development.


Product test results can be further enhanced through a driver analysis or Penalty-Reward Analysis (PRA). Based on product evaluations after tasting or using in correlation with purchase intention, this method identifies three different groups of product features: Performers – in which to invest further, Basics – that need to be maintained and Delighters – whose improvement will lead to an exponential increase in acceptance (KANO model).


Of course, MWResearch will test the features, performance attributes and handling of other products with suitable research approaches and methods as well.


Another important aspect of product testing is the implicit emotional impact of product features on brands and consumers: Does the product experience fit to the emotional positioning? Is the modification of a product feature in sync with the brand and what is the consumer’s emotional response? We analyze these exciting questions with a reaction-time test approach based on verbal and non-verbal stimuli. This approach avoids rationalizations usually measured when assigning items to brands and products. As an implicit test approach, our tool uncovers underlying emotions that mainly influence brand preferences. As a result, both differences and harmonies between brand and product experience can be made visible to help optimize product development.


Through our customized study designs, we determine the exact performance profile of your products and provide you with specific optimization recommendations for continued success in the marketplace.