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Sensory Spectrum in New Providence Links Product and Consumer Understanding

Marina P. Kennedy

Monday, August 11, 2014 • 9:09am

NEW PROVIDENCE, NJ - Sensory Spectrum in New Providence is a globally recognized management consulting firm specializing in understanding the sensory consumer experience for industry, academia and government. 

The company’s approach links advanced sensory methods to consumer research with the latest statistical analysis procedures to provide business and technical solutions for their clients to make confident decisions.

According to Bob Baron, vice-president of Business Development, Sensory Spectrum provides the important examination of a product perceived by the five senses: sight, smell, taste, touch and sound. They provide a broad scope of customized services that include sensory program design and review, Spectrum Descriptive Analysis panel training, project management, consumer research, short courses and workshops. By combining a deep understanding of products with extensive knowledge about consumers, they are able to provide customized product research for their many clients. 

Gail Vance Civille, president of Sensory Spectrum, founded the firm to help companies better understand their products. Their clients include many of the Fortune 500 companies which turn to them for their expertise and high quality research. Their clients companies that produce a wide variety of products including food, personal care items, home care products and pharmaceuticals. And they work with many of the ingredient and raw material companies who supply the manufactures. Sensory Spectrum has continued to flourish and has expanded to three locations, with branches in Kannapolis, N.C. and Battle Creek, Mich. as well as New Providence.

Sensory Spectrum has more than 200 employees made up of consultants, highly trained descriptive panelists, specially trained technicians, and support personnel who make everything run smoothly. 

Sensory Spectrum is committed to the New Providence location. They have been in the area for 25 years and situated in New Providence for eight years. Because New Providence is a small but vibrant town, the company is able to work with a diverse pool of consumers in their research studies. The proximity to New York City is also a desirable element of conducting business, as travel is convenient in the metropolitan area. 

Consumer participation is important for product assessment.  They recruit and train people from the local community to become expert evaluators. This training takes several months, and afterwards, experts are able to taste, touch, smell, look at, or listen to any product and identify the attributes that make up the product. 

Sensory Spectrum is truly unique in the research marketplace because of the company's deep product knowledge and the high level of sensory and consumer research. Through thoughtful problem solving skills, creative consumer responses are elicited that help reveal clients’ real objectives. 

The company conducts up to 10 training seminars each year at the New Providence location. They also develop and deliver customized training programs each year to clients. The goal of their education programs is to provide specialized training to sensory and consumer research professionals so that they can become better researchers.

There is a saying at the company: “Sensory Spectrum, yes we do that.” There is not a product that has gone untested with the exception of tobacco.  Anything that has a sensory component can be evaluated by Sensory Spectrum.  

Most of the products at a local grocery store, including fresh produce, frozen foods, laundry detergent, moisturizing lotion, paper towels and diapers have been researched at Sensory Spectrum.   

Sensory Spectrum approaches each project to be sure that clients get not only what they want, but what they need.  Because of their vast knowledge and experience, they often suggest additional types of research that will give a company an even deeper understanding.  

Each day, the Sensory Spectrum staff is ready to quickly and effectively adjust to ever changing priorities.

Sensory Spectrum is located at 554 Central Ave., New Providence. They can be contacted at (908) 376-7000. Visit their web site at www.sensoryspectrum.com.

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