When we invited Massimo Cealti to speak at our five-year celebration, we knew we were in for a sensory ride.
Massimo - who has led insights teams at Coca-Cola, McDonald’s, Nestlé and more - walked us through how sensory research has matured: From lab-based taste tests to a multidisciplinary field shaped by neuroscience, AI and cultural nuance.
“It’s not just about what people say they like. It’s about understanding why, how and when they experience it.”
That shift means sensory isn’t just about testing products anymore; it’s about shaping experiences.
Today, brands can use everything from biometric sensors to facial coding to dig into emotions and experiences. However, Massimo offered a thoughtful caution: while technology adds precision, it can’t yet capture the magic of multisensory synergy, the kind you find in a perfectly crafted beer or a meal that hits all the right notes.
Sensory is emotional. And that’s a good thing.
As Massimo emphasized, we are emotional beings - what we like, how we choose, and what we remember is not a rational process; it is all filtered through emotion, memory and context.
The future of sensory is less about replacing humans with machines and more about designing tools that understand people better.
Ready to go beyond taste?
Whether you’re shaping a new product, rethinking a brand or refining sensory experiences, we believe the most meaningful innovations happen when you truly understand how people feel, think and respond. Taste is never just about the tongue; it’s about memory, context and emotion.
Curious how sensory thinking could elevate your brand experience?
