Good Product. Wrong Brand?

Liking is only part of the story.

A product can score well on liking and still be wrong for the brand.

In product testing, we ask consumers a deceptively simple question:

How much do you like it?

It’s an important measure. But it’s not always enough.

Liking tells us whether the experience is pleasant. It doesn’t always tell us whether the product feels right for the brand, the category, the occasion, or consumers’ deeper expectations.

That’s where a whole-brain approach becomes powerful.

At IMAGINE, we look at both the rational and emotional response to sensory experience. We uncover not only what consumers say about a product, but also the emotional imprint the product instinctively creates.

Does it feel bold or comforting? Energising or composed? Familiar or distinctive?

More importantly, does the sensory experience reinforce the brand promise, or does it pull the brand into a different emotional space?

This matters because successful innovation is not just about creating a product people like. It’s about creating a product that strengthens the brand.

When sensory performance and brand alignment work together, the result is much more than a good score. It gives a clearer read on market potential, brand fit and where to optimise before launch.

The question is not only: do people like it?

It’s also: does it feel right for the brand?