Why use sensory research? While traditional cognitive research provides information on consumers’ perception of the product or service, the body sometimes reacts in a different way and can “tell a different story.” At SIS, we have learned that the combination of traditional cognitive research plus the use of neuro or sensory research delivers a more complete picture of consumers’ attitudes and perceptions and it delivers a more complete picture. Methods such as Eye tracking are effective in evaluating has consumers will use products, respond to advertisements and how they respond to different types of food and fragrances. Eye tracking is an effective method in evaluating shopper behavior and purchases. Sensory research delivers “heat maps” of consumers’ physiological reaction to a wide range of products.