Market Research Services


The NCSU Sensory Service Center uses comprehensive and cutting edge food market research techniques to help you:

  • Know your product
  • Know your consumers
  • Know your brand image

Our market testing service produces the information necessary to understand the psychology behind consumer preferences and inform your market segmentation and placement efforts with real data.

A deeper dive than Consumer Panel Testing, where you’re identifying what people like best and why, different market research methods tell stories of consumer and marketplace acceptance, consumer’s opinions and willingness to buy a product that illustrate the competitive market landscape.

We employ of variety of techniques to help you with your marketing, placement, and product development needs including:

  • Conjoint Analysis
    • Adaptive Choice Based, Choice Based, and Full Profile
  • Brand Image Surveys and Taste Tests
  • Willingness-to-Pay through Auctioning
  • Kano Analysis
  • Maximum Difference Scaling (MaxDiff)
  • Total Unduplicated Reach and Frequency Analysis (TURF)
  • Focus Groups
  • Interviews and Observations
  • Means-end-chain Analysis
  • Qualitative Multivariate Analysis (QMA)
  • Custom designed surveys to meet your unique needs

We maintain an online database of over 10,000 consumers in the Triangle, NC area for online food market testing and onsite consumer taste testing as well as a national database in 10 cities across the nation.

We offer comprehensive consultation services to discuss your market testing services needs and will design testing to help you answer questions and meet your goals. You can come to our offices (take a tour while you’re here!), or we can talk over the phone or internet. Initial consultations are free and usually take no more than an hour.