Executive Summary
A global consumer packaged goods (CPG) brand partnered with Touchstone Research to evaluate a new spicy snack concept ahead of a potential U.S. market launch. Through in-person qualitative sensory taste testing with adult consumers in San Francisco and New York City, the study explored reactions to bold, globally inspired flavors to help assess product fit, sensory appeal, and positioning considerations.
What this case study covers:
- Identifying sensory drivers of interest and hesitation in the spicy snack category.
- Evaluating U.S. consumer acceptance of international flavor profiles.
- Utilizing in-person sensory and taste testing to capture immediate emotional reactions.
Study Snapshot
- Methodology: In-Person Qualitative Focus Groups
- Audience: Adults (Adventurous Palates)
- Category: CPG / Product Testing
- Markets: San Francisco, CA & New York City, NY
- Duration: 90 Minutes
The Business Challenge
A global CPG brand was exploring opportunities to introduce a new spicy snack to the U.S. market. While the product had performed well internationally, the brand recognized that success abroad does not automatically translate to U.S. consumer acceptance, particularly for snacks featuring unfamiliar flavor profiles and textures.
Before making launch decisions, the brand needed to understand how U.S. adult consumers would perceive the product within the context of existing snacking behaviors and category expectations.
Key questions included:
- How appealing are the flavor profiles to U.S. consumers?
- Which sensory attributes drive interest versus hesitation?
- How does the product fit into current snacking occasions?
- What positioning considerations should be addressed prior to launch?
The Research Solution
Touchstone designed and executed an in-person qualitative taste test study to capture real-time sensory reactions and in-depth consumer feedback.
Research Design
🗨️ Snacking Behavior Exploration
Participants discussed current snacking habits, preferences, and attitudes toward spicy and globally inspired snacks.
🗂️ Interactive Card Sorting
Participants prioritized flavor attributes, snack types, and brand expectations to surface decision drivers and mental frameworks.
🍽️ Taste Test Evaluation
Participants sampled multiple product variations and provided verbal and written feedback on flavor, texture, heat level, and overall appeal.
Touchstone’s experienced moderators guided discussion, while the recruitment and fieldwork team ensured high-quality participants and smooth execution across both markets.
📖 Moderator Insight: Taming Tough Focus Group Participants: A Moderator’s Survival Guide
Why This Approach
In-person focus groups were selected to allow the research team to observe immediate sensory and emotional reactions—insights that are often difficult to capture through unmoderated or survey-based methods. San Francisco and New York City were chosen for their culinary diversity and higher likelihood of engaging consumers open to trying bold, globally inspired flavors. High-quality participant recruitment ensured that the “adventurous palate” target was accurately represented.
📖 Recruitment Guide: Qualitative Research Recruitment Agencies: Key Criteria for Success
Key Insights
Insight: Consumers showed varied reactions to bold and unfamiliar flavor combinations.
→ Implication: Flavor balance and expectation-setting were critical considerations for overall appeal.
Insight: Sensory elements such as texture and heat level influenced acceptance differently across participants.
→ Implication: Multiple sensory dimensions needed to be evaluated together rather than in isolation.
Insight: Product fit depended on alignment with existing snacking occasions.
→ Implication: Category context and positioning played an important role in perceived relevance.
Business Impact
The findings supported internal discussions related to product development, positioning, and marketing strategy. By grounding decisions in direct consumer feedback, the brand was able to move forward with greater confidence when evaluating next steps for a high-stakes product initiative.
Services Provided
- Qualitative market research
- Sensory and taste test study design
- Participant recruitment & fieldwork
- In-person focus group moderation
- Reporting and analysis
Partner With Touchstone
Looking to evaluate new flavors, textures, or product concepts before launch? Speak with our team of qualitative research experts. Touchstone Research brings deep expertise in sensory research to help brands make informed, consumer-grounded decisions in food and beverage innovation.