The use of neuroscience & psychological research methodologies has become a hot topic in consumer research. With a high failure rate of new market introductions, despite initial successful testing with traditional tests, product developers seek new approaches in product design. Sensory marketing is a new approach to the product experience via the senses (sight, sound, touch, taste, smell). Understanding the impact of the senses on product perception helps development, innovation, design & optimization. Measuring non-conscious consumer response to products, concepts & before/after enables better decisions for product development, marketing & product claims. With a sensory marketing approach, neuroscientific & psychological methodology, we can better understand consumer needs to build better products & models for innovation. If we start with understanding consumers using applied consumer neuroscience we can build a real story into the drivers of behavior and liking of consumer products.