NEWS RELEASE: MMR Research Publishes First Peer-Reviewed Paper on Regional Differences in Sensory Descriptive Analysis Product Testing

MMR Research Worldwide, the world’s leading independent sensory and consumer product research agency, has published its first-ever peer-reviewed journal article in Food Quality and Preference (FQP).

The paper, Understanding Cultural Differences Across Global Descriptive Sensory Panels Using Generalized Procrustes Analysis, sheds light on a challenge faced by every global brand: how to make product testing truly comparable across different countries and cultures, by employing the help of MMR’s proprietary Descriptive Analysis (DA) method.

Led by Dr. Huizi Yu, Beth Logan, Shun Xie, and Dr. Ellena King, the paper explores how cultural differences influence the way trained sensory panels describe and evaluate products. MMR’s sensory scientists worked with six of their commercial panels across Asia, Europe, and North America, each evaluating the same set of strawberry milk candies.

The research found that while panels across continents agreed on the big things, like how sweet, sour, chewy, or milky a product was, differences often appeared in the smaller, more nuanced details. One panel might describe a berry note as “blackcurrant,” another as “raspberry” or “forest fruits,” and another as “blueberry candy,” reflecting the language, references, and taste experiences most familiar to that culture.

“Global brands often assume that a standard sensory approach automatically means globally comparable results. It doesn’t,” says Valérie Mialon, Global Head of Sensory at MMR. “Our research proves that without careful global alignment, you risk reading different markets through the wrong sensory lens and making million-dollar decisions on shaky ground.”

For brands selling into multiple markets, these subtle differences can make a big impact. If product testing in one country uses different sensory cues or terminology than another, there’s a risk of misinterpreting results. That could mean reformulating a product unnecessarily or missing opportunities to tailor products for different markets. By showing where the consistencies and differences lie, and how to bridge them, the study provides a roadmap for aligning sensory research globally.

By showing where the consistencies and differences lie, and how to bridge them, the study provides a roadmap for aligning global product testing consistency.

MMR’s DA methodology enables precise alignment on any projects and categories through consensus panel discussion on language and protocol refinement, reference validation, and the comparative use of calibration controls, within just a few weeks prior to testing. This makes it possible to achieve robust, globally relevant results far more efficiently than other approaches that can take many months for a single category.

Commenting on the publication of their paper, Senior Sensory Research Manager at MMR, Dr. Huizi Yu said, “This publication is a huge moment for MMR. It’s the first time our global sensory methodology has been peer-reviewed, proving its scientific credibility. More importantly, it shows the industry how to improve multi-country sensory research so insights are consistent, actionable, and reflective of real consumer experience, which is something we are really excited about. Reflecting on Pangborn 2025, we are encouraged to see growing recognition among global companies of how vital this is, not only for aligning strategy worldwide, but also for building the essential data infrastructure for AI in sensory and consumer research, empowering the next wave of innovation.”

While MMR’s DA method has been trusted by global brands for years, this is the first time it has been recognised in a peer-reviewed journal. This milestone cements MMR’s position as a leader in data-driven sensory insights and consumer product research, showcasing the company’s commitment to sharing knowledge that can raise standards across the entire market research industry.

Access the full peer-reviewed study.