NeuroTaste™

    Taste is not created on the tongue alone, much of the experience happens in the brain. Yet product development and taste research still often rely on what consumers consciously report about their preferences.

    This insights are valuable, but they do not always predict which product consumers will actually buy and choose again. With NeuroTaste™, Neurensics measures how the brain responds while consumers taste different recipes, products and brand contexts. This allows us to uncover the unconscious drivers of tast and product experience, and predict which products which products have the greatest potential for commercial success, repeat purchase and long-term preference.

    Neurotaste

    What is NeuroTaste™?

    NeuroTaste™ is a neuroscience-based research method that reveals what happens in the brain while tasting food or drinks. Showing not only which product consumers enjoy, but also which underlying processes contribute to that experience.

    For liquid products, such as beverages, fMRI can be used. Using a specially designed delivery system, the Gustometer, participants receive small, controlled amounts of the product while they are in the scanner. For solid foods, fNIRS makes it possible to measure brain responses during the actual eating experience.

    Taste is not processed in a single ‘taste centre’ in the brain. Instead, multiple brain systems work together to process taste and smell, experience reward, form expectations and determine the value of a product. This creates a neural response profile for each product: a distinctive pattern that shows how the brain responds to it. Two products may receive very similar conscious taste ratings, yet still trigger different neural responses. NeuroTaste™reveals these differences, showing how products that appear similar at a conscious level can be processed very differently by the brain.

    gustometer
    The Gustometer behind NeuroTaste™

    Why is unconscious taste perception so important for product success?

    Consumers are usually quite good at saying whether they like something. What is much harder is explaining why they like it. Taste perception is shaped by more than sweetness, bitterness, aroma or texture. Previous experiences, expectations, brand associations, price and packaging all influence how a product is experienced. Traditional questionnaires and taste panels mainly capture the conscious outcome of these processes. That information is valuable, but it does not reveal the neural responses taking place during tasting. As a result, two products may receive similar overall ratings while triggering very different responses in the brain in areas related to reward, value, desire or aversion.

    A well-known example is an fMRI study in which participants tasted Coca-Cola and Pepsi both blind and with visible brand information (McClure et al., 2004). Once the brand was revealed, not only did participants’ preferences change, but their measured brain responses changed as well. The study shows that a brand can become part of the actual product experience.

    NeuroTaste™ adds this deeper layer of insight. It reveals how recipe, brand and context work together to shape the product experience, while also helping identify which products are most likely to be purchased and chosen again. This matters as the product that receives the highest score in a traditional taste test does not necessarily generate the strongest reward and motivational response in the brain. These underlying responses can help predict whether a product is likely to succeed beyond the test environment.

    When should you use NeuroTaste™ ?

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    NeuroTaste™ is particularly valuable when a company wants to understand not only which product consumers prefer, but also how the neural product experience changes depending on recipe, brand and context.

    The method can be used for a range of applications, including:

    • Product development and reformulation
      Compare new recipes or investigate what changes when sugar, salt, fat, flavourings or other ingredients are adjusted.
    • Selecting new flavour variants
      Identify neural differences between prototypes before launch, even when consumers give them similar conscious ratings.
    • Blind versus branded testing
      Measure what a brand adds to the taste experience by testing the same product with and without visible brand cues.
    • Pricing and premium positioning
      Assess whether the product experience supports a higher price point and premium positioning.
    • Competitive benchmarking
      Compare products not only on preference, but also on differences in reward, value, desire and familiarity.

    NeuroTaste™ does not replace existing consumer research, but adds a valuable additional layer of insight. Quantitative and qualitative research show what consumers choose and how they talk about their experience. NeuroTaste™ adds insight into the neural processes that occur while they are actually tasting the product.

    How do we conduct a NeuroTaste™ study?

    A NeuroTaste™ study is designed around the specific commercial or product development question. From comparing different recipes to blind-versus-branded testing, each study is tailored to the product and the decision that needs to be made.

    A typical NeuroTaste™ study consists of the following steps:

    1. ResearchQuestion

      Research question and study design

      First, we determine which products, recipes or contexts need to be compared. We also define the outcomes that matter most, such as differences in reward, value, desire, expectation or aversion.

    2. ChatGPT Image 16 jul 2026, 10_41_15

      Tasting under controlled conditions

      For beverages and other liquid products, participants receive small, precisely controlled amounts via the Gustometerwhile undergoing fMRI. For solid foods, fNIRS can be used, allowing participants to actually eat the product in a more natural research setting.

    3. fMRI

      Mapping the neural taste response

      While participants taste or eat the product, we measure how the brain responds to each variant. Rather than focusing on a single brain region, we analyse patterns of activity associated with different aspects of the product experience.

    4. Expliciet Online Vrijstaand

      Measuring the conscious experience

      After tasting, participants complete a short questionnaire. They may be asked how tasty, intense, familiar or appealing they found each product, as well as which variant they prefer.

    5. 03_CustomResearch_clr

      Comparing products and conditions

      The results are compared to determine which variant generates the strongest desired neural response. We can also assess how the experience changes as a result of a new recipe, visible branding, packaging, price or premium positioning.

    6. Rapport

      Reporting & recommendations

      You receive a clear NeuroTaste™ report with interpretation and actionable recommendations based on our neuroscience expertise. We are also happy to present the results and discuss what they mean for your product and next steps.

    Who can benefit from NeuroTaste™?

    NeuroTaste™ is relevant for organisations working with products where taste, smell, texture and the overall sensory experience play an important role in the brand promise or purchase decision. This includes FMCG brands, food manufacturers, beverage brands, retailers and foodservice companies.

    The method is particularly relevant for:

    • Marketing and brand teams
      Looking to understand whether the product experience supports the brand promise, positioning and communication.
    • Innovation and R&D teams
      Comparing new recipes, flavour variants and reformulations before bringing a product to market.
    • Category managers
      Seeking a deeper understanding of how products and competitors differ and where opportunities exist within the category.
    • Product and sensory teams
      Looking beyond conscious taste preferences to understand how products are processed in the brain.

    NeuroTaste™ is suitable for both established leading brands looking to protect or strengthen their market position and challenger brands aiming to differentiate themselves through a demonstrably different product experience.

    How NeuroTaste™ creates value for your brand

    With NeuroTaste™, you can identify which recipe, product variant or brand context is most likely to succeed in the market. By measuring brain responses while people taste a product, we go beyond stated preference to understand which option is most likely to drive purchase, repeat purchase and lasting appeal.

    This helps brands spot the strongest product concepts earlier, optimise weaker formulations before launch and make better-informed decisions about product development, reformulation and market introduction. Rather than relying solely on what consumers say they prefer, NeuroTaste™ adds predictive insight into how they actually respond to the product.

    NeuroTaste™ can reveal:

    • which formulation generates the most favourable neural response;
    • which product variant best delivers the intended brand and product experience;
    • how branding, packaging, price or claims shape the way a product is experienced;
    • which elements can be changed without compromising the core product experience;
    • how a product’s neural response differs from that of competing alternatives.

    By adding this deeper layer of insight, NeuroTaste™ gives teams greater confidence when making decisions about formulation, positioning and launch. It helps brands focus investment on products that deliver the right experience, encourage repeat choice and create meaningful differentiation from competitors.

    Why choose Neurensics for NeuroTaste™?

    Neurensics combines deep expertise in neuroscience with years of experience studying consumer behaviour. As one of the pioneers in applying neuroscience commercially to taste and product experience, we turn complex brain data into clear, actionable insights for product development, brand strategy and commercial decision-making.

    NeuroTaste™ is scientifically grounded and uses fMRI and fNIRS to measure the neural response while people are actually tasting a product. Rather than focusing on a single area of the brain, we analyse patterns associated with key aspects of the product experience, including reward, valuation, expectation and motivation.

    What sets Neurensics apart is our ability to translate these complex data into practical business decisions. Whether you are selecting the strongest formulation, evaluating a reformulation, benchmarking against competitors or exploring the influence of brand and context, we make the findings relevant to the decisions you need to make.

    By combining rigorous scientific methods with expertise in marketing, innovation and brand strategy, we deliver more than a technical research report. We provide clear recommendations that product, innovation and marketing teams can act on.

    Discover what NeuroTaste™ can reveal about your product

    Want to know which formulation best delivers the desired product experience, how branding influences taste perception, or how far a product can be changed without losing the qualities consumers value?

    In a no-obligation consultation, we can discuss your product, research question and innovation process. Together, we can identify the NeuroTaste™ approach that best fits your needs and the insights it can provide for product development, positioning and communication. Contact us to discuss what NeuroTaste™ could uncover for your product.

    Get in contact

    Frequently asked questions about NeuroTaste™

    How is NeuroTaste™ different from a traditional taste panel?

    A traditional taste panel measures what consumers consciously experience and are able to report, such as which flavour they prefer and how sweet, intense or enjoyable they find a product.

    NeuroTaste™ adds another layer by measuring the neural responses that occur during tasting. Afterwards, participants also complete a questionnaire about their conscious experience. Combining these insights provides a more complete understanding of how the product is experienced.

    Can NeuroTaste™ be used for products that are still in development?

    Yes. NeuroTaste™ can be used early in the development process to compare prototypes, formulations and new flavour variants. This makes it possible to identify differences in both the conscious and neural product experience before production or market launch.

    Which research methods are used in NeuroTaste™?

    NeuroTaste™ uses fMRI and fNIRS. For beverages and other liquid products, small, precisely controlled amounts are delivered in the fMRI scanner using a specially designed system called the Gustometer.

    For solid foods, fNIRS can be used to measure brain activity while participants actually eat the product. After tasting, a questionnaire is also used to capture the conscious product experience.

    How long does a NeuroTaste™ study take?

    The timeline depends on the research question, the number of products and conditions being tested, and the measurement method used. A focused comparison of several formulations, for example, requires a different study design from research involving competitors or blind-versus-branded conditions.

    During an initial consultation, we tailor the study design and timeline to your product and innovation process.

    Can NeuroTaste™ also help improve product communication?

    Yes. The product experience can be studied alongside factors such as branding, packaging, price or product claims. This reveals whether these cues strengthen the taste experience or create expectations that the product does not fully deliver on.

    The findings can therefore inform packaging design, taste claims, brand positioning and marketing communication.

    Can NeuroTaste™ support product reformulation?

    Yes. The original formulation can be compared directly with one or more reformulated versions. This is particularly relevant when reducing sugar, salt or fat, replacing ingredients, or changing aroma, intensity or texture.

    This helps identify which variant best preserves the key elements of the original product experience.

    Can NeuroTaste™ measure what a brand adds to the taste experience?

    Yes. By testing the same product both blind and with visible branding, we can measure how the presence of the brand influences the neural product experience.

    This can reveal whether the brand strengthens responses related to value, expectation or reward, or whether there is a gap between the brand promise and the actual product experience.

    Which products is NeuroTaste™ suitable for?

    NeuroTaste™ is suitable for products where taste, smell, texture and the overall sensory experience play an important role. Examples include beverages, dairy products, coffee and tea, snacks, chocolate, confectionery and other food products.

    The most suitable measurement method depends on the type of product and the research question.

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    Martin de Munnik

    Co-founder & Business Developer

    Want to learn more about NeuroTaste?

    Contact Martin
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    Andries van der Leij

    Head of Research & Development

    Want to learn more about our research methods?

    Contact Andries
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    Have questions about what NeuroTaste could do for your business? Get in touch with Martin to discuss the possibilities.

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    Have questions about the research methods used by Neurensics? Get in touch with Andries to learn more.

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