Discovering Sensory Claims

The Challenge

In a market saturated with similar products, a cream cheese brand was looking for a way to differentiate its product without relying on generic or trendy claims.

They needed to discover which sensory aspect truly made their product stand out from the consumer’s experience, free from internal bias.

The Solution

Using Sensesbit, the company applied a two-stage approach:

Open Exploration (Discovery Phase): consumers were asked to freely describe the product in their own words. This qualitative phase helped uncover spontaneous perceptions, generating a word cloud where terms like “creamy,” “easy to spread,” “smooth,” and “not acidic” stood out.

Validation with Check-All-That-Apply (CATA): based on these findings, a closed list of sensory attributes was created. Consumers were asked to select all the attributes they felt applied to the product. The top validated attributes were:

• Easy to spread: 84%

• Not acidic: 78%

• Very creamy: 70%

• Natural: 74%

This two-step approach confirmed that creaminess was not just noticeable — it was a differentiator.

“Sensesbit helped us truly listen to the consumer. We were considering other angles, but the data was clear: creamy wasn’t obvious — it was our advantage.”
— Marketing Manager

The company developed a new sensory claim: “Glides effortlessly. Real creaminess, no additives.”

This message was used across packaging, the website, and launch campaigns. It was also included in competitive comparisons. The brand gained both an emotional and functional edge, built on an authentic attribute validated by data, turning the sensory experience into a brand strategy.