Case Study: a global CPG brand validates spicy snack concept with Touchstone Research sensory taste testing

a global cpg brand validates spicy snack concept with Greenbook in 90-minute sensory taste tests

A global CPG brand had a successful spicy snack internationally but needed to know if its bold flavors and textures would be accepted by U.S. consumers. Key challenges included identifying which sensory attributes would drive interest or hesitation and understanding the product's fit within the U.S. snacking market. The brand engaged Touchstone Research to provide the consumer-grounded guidance required for its high-investment launch decisions.

Touchstone Research designed an in-person qualitative sensory taste-test program in two major cities, targeting adults with adventurous palates. Their solution combined focus groups, interactive card-sorting, and multiple product samplings to gather real-time feedback. The sensory tests successfully identified the optimal flavor balances, heat levels, and textures, clarifying the product's fit across snacking occasions. These insights directly informed product development and marketing strategy, giving the brand greater confidence to evaluate next steps for its U.S. launch.

Global CPG Brand