Sensory XR

We bring XR to Sensory Analysis

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Implementation of XR in the innovation process over the last few years – From beer testing in immersive realities to cleaning agents in VR. The timeline of different projects explains the development of sensory research in connection with Virtual and Mixed Realities.


Sniff test on toilet rim blocks with different test settings


Testing toilet rim blocks and WC cleaner by using special toilet test facilities is standard in product development but rather not in market research.

As WC test facilities are very rare, aim of the study was to use a Virtual Reality (VR) for testíng two different ”WC FRISCH Urlaubsträume” rim blocks and to compare the results to a classical sensory lab sniff test.

Test settings

Sensory lab test under controlled conditions. Respondents sniffed the diluted products on brown sniff bottles (n = 60)
Test studio conditions using the Samsung Gear VR glasses showing a 360 degree video lavatory. Respondents sniffed the diluted products on brown sniff bottles (n = 60)
Home use test with a group of respondents who used the rim blocks at home. Respondents assessed the fragrances at the product (n = 60).


The VR situation stimulates the respondents’ senses and makes them feel like being in a real lavatory.
The VR setting is perceived as being similar to the situation in which the product is usually used and helps to focus on the test task.
The interaction of product x test setting is almost significant for serveral fragrance associations.

Cold coffee test in a virtual sidewalk cafe and library


Instead of carrying out a sensory evaluation of a sample of cold coffee products in the typical room with white screens, why not do it in a virtual sidewalk cafe? 

The aim of the study was to analyze the interaction between different product and different matching test environments to
these product and compare  to the results provided by a traditional lab test.

Test setting

Respondents drank two samples of cold coffee (Latte Macchiato and Espresso):
Sensory lab test under controlled conditions.
Sensory lab test under controlled conditions using the Samsung Gear VR glasses showing a 360 degree video either in a typical café, so it would remind the participant of low energy relaxation and free time (hypothesis: fits to Latte Macchiato) or at a library, which conveys a setting of concentration and work (hypothesis: fits to Espresso).


The rating for the Espresso-sample depends on VR stimulus:
Participants who watched the library scenario gave a signifikant higher rating than the controll group without Virtual Reality test environment.
This tend to be an effect in higher levels of sensory rating in case of matching with VR-stimulus.

Testing cleaning products in virtual reality


Respondents evaluated two different cleaning products in a virtual reception room with a wooden floor and a virtual bathroom.  

The aim of this study was to prove an order effect in product ratings: It is assumed that the order of products changes depending on the scenario being shown in VR.

Download the study case:
Poster Pangborn 2019
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