Understanding Psychorheology: The Science of Consumer Perception
Traditional analytical testing provides quantitative data, allowing scientists to rank materials objectively. However, these analytical measurements often do not align with how a consumer perceives and experiences the material. How a lotion, cream, or food is perceived by the end user is deceptively complex. Psychorheology bridges the gap between scientific measurements and user experience, which is crucial for developing successful consumer goods.
The Role of Consumer Test Panels
Consumer product companies frequently convene consumer test panels to provide feedback on new products and consumer goods such as lotions, creams, pastes, and shampoos. These test panels provide feedback on consumer perception of a product in terms such as:
- Mouth feel
- Stickiness
- Slipperiness
These subjective assessments, known as psycho-rheological factors, may not necessarily match the basic laboratory tests available.
Bridging Material Science and Perception
CPG specializes in developing comprehensive testing methods that correlate material properties with consumer perception. This approach allows companies to:
- Efficiently screen new formulations
- Predict consumer reactions accurately
- Reduce development costs
These tests often encompass a combination of shear and extensional rheometry, as well as mechanical analysis, and require consideration of the end-use of the material, a deep understanding of the strengths and weaknesses of the available tests, and experience in the chemical physics of polymers in solution.
Ready to Improve Your Product Development?
Contact CPG to learn how our expertise in psychorheology can enhance your consumer product creation and testing process.