How are Sensory Scientists different from Market Researchers?
Sensory scientists are typically trained and educated as specialized food scientists who strive for standardized methods requiring precision and strict controls. What drives them is the desire to produce valid, reproducible data. Peer recognition, patents, chairpersons, and public speakers are all included in the scientific rewards set. Sometimes, they may be perceived by others as purists. When proceeding with projects they tend to make more requests for information, data and research, then proceed with caution until they “have all the data” and project objectives spelled out succinctly. They fret over codes and hold times and design specifics. They ask consumers only what a consumer can actually tell us. This behavior is confirmation of doing solid research. Market researchers are rarely educated as such, although this is changing as more and more programs are being designed specifically for the field. They wander into market research through marketing, behavioral and social sciences
