NEWS RELEASE: MMR Research Leads the Sensory Revolution with AI-Enhanced Sensory Panels

LONDON, UK: As the FMCG industry continues to adapt to shifting consumer expectations, leading consumer and sensory research agency, MMR Research is pioneering a sensory revolution by integrating Generative Artificial Intelligence (AI) with trained sensory panels. This innovative approach is set to transform how product experiences are deconstructed and understood, paving the way for a new era of consumer engagement and product development.

Sensory research has been a cornerstone of FMCG for decades. Whether it's the fragrance of a newly launched shampoo, the taste of a snack, or the texture of a skincare product, understanding the sensory touchpoints that consumers interact with is key to creating impactful products. Traditional sensory research methods, such as descriptive analysis, have long played a critical role in shaping product development, optimization, innovation, and renovation. These sensory methodologies generate comprehensive, robust, reproducible, and consistent data; however, they are often centred on evaluations that are out of context from how the products are used by consumers, that is, product evaluation is conducted in carefully and scientifically crafted booths.

With Generative AI expected to deliver exponential growth over the next decade, the shift towards harnessing the potential of AI to gain deeper insights into consumer behavior and preferences has become more important than ever before. At MMR we have long understood the importance of sensory panels in providing detailed objective deconstruction of products. Combining this with consumer research enables the consumer's experience of products to be fully unpacked and understood. We see the massive opportunity that AI technology can bring in taking this to the next level and are making great strides forward to making this a reality.

MMR has embarked on a developmental process of AI-fuelled sensory evolution (see our website for the latest suite in agile sensory tools) and revolution. Our approach to sensory revolution is guided by Chatbots and voice-activated technology which will liberate sensory panels from traditional booths, enabling them to evaluate products in the moment of use. Our UK panel is already working on decoding how chatbots work and how they could be used by sensory panellists. Imagine a world where sensory panellists wander through supermarkets, meticulously evaluating products and their sensory touchpoints, all guided by AI-driven technology.

This real-time, objective data collection will provide a wealth of information that was previously hard to obtain. This fusion of Generative AI and sensory expertise will open a realm of possibilities, delving into the intricate sensory attributes of entire product experiences, enabling companies to create products that not only captivate consumers on the shelves but also foster long-term brand loyalty.

"As we navigate the ever-evolving landscape of the FMCG industry, integrating Generative AI with trained sensory panels is not just an evolution; it's a sensory revolution," says Phiala Mehring, Sensory Experience Director at MMR. "Our commitment to pushing the boundaries of sensory research has led us up this road. We believe that this approach will empower FMCGs to create products that resonate deeply with consumers, ushering in a new era of sensory exploration."

As MMR Research propels this sensory revolution forward, FMCG companies have a unique opportunity to harness the power of AI in sensory research. The marriage of generative AI and sensory science promises a brighter future for the FMCG industry, where products are optimized for sensory appeal, and product experiences are rich with sensory touchpoints that align with the brand promise and product positioning. To explore partnership opportunities and transform your approach to consumer engagement and product development, contact Phiala Mehring at