FOR IMMEDIATE RELEASE
New capability gives researchers access to implicit and emotional consumer responses
Guelph, Ontario, June 23, 2026 — Sensory and consumer research provides valuable insights into how consumers perceive, evaluate, and respond to products. Now researchers can extend that understanding by capturing implicit and emotional consumer responses directly within the platform they already use.
Compusense, a leading global provider of sensory and consumer research software, today announced BehaviorLens® by InsightsNow, a new add-on capability set to debut at IFT FIRST, July 13–15, 2026, in Chicago.
BehaviorLens enables researchers to go beyond traditional rating scales to capture the fast, instinctive System 1 reactions that consumers often cannot articulate. Two new behavioral methods will be available within Compusense: the Implicit Test and the Emotions Test.
InsightsNow’s analysis of more than 48,000 implicit and explicit assessments shows that consumers take an average of just 2.5 seconds to decide whether a product claim is relevant to them, with implicit System 1 decisions averaging under two seconds. Capturing these instinctive responses alongside traditional sensory and consumer measures can provide a more complete understanding of consumer behavior.
In one packaging study, four concepts showed no statistically significant differences on traditional measures. Behavioral measurement provided an additional perspective, identifying one concept projected to increase competitive share by up to 58% in a key retail context. The findings demonstrate how behavioral methods can complement traditional research by revealing meaningful differences that may not emerge through conventional measures alone.
“Great product decisions are built on multiple sources of evidence,” said Jacqueline Dysart, President of Compusense. “Sensory and consumer research provides a powerful understanding of product experience, and BehaviorLens adds another layer of insight by capturing instinctive consumer responses that complement traditional measures. Bringing these methods together within Compusense gives researchers greater confidence in product and business decisions while working within the platform they already trust.”
“Compusense’s global reach and workflow depth make it the ideal platform to bring BehaviorLens to the sensory and consumer research community,” said Dave Lundahl, CEO of InsightsNow. “This partnership extends the application of our patented behavioral methods to researchers worldwide.”
