Taste is a short-lived, momentary fragile experience. It is more subtle than aroma. Much of what is called taste is actually aroma via retronasal olfaction (smelling in rear of the nose). Though taste involves much more it is a highly complex combination of all our senses (melts, touch, sights, appearance, sounds, crunches etc.). Plus most flavours have a taste element ie sweet, bitter, sour, salty and unami. 

Taste takes a trip through the mouth, sensed and evaluated stage by stage. It transfers a memory, which is very important to its analysis. Insight on Foods specialises in the emotional messages from consumption. Provide our clients with a unique bridge between the taste and the emotions delivered to the consumer through eating and drinking.

I am their Managing Director and Head of Research. Providing them with taste guidance for top global food & drink brands.