Consumer Science focuses on consumers, on how and why they choose and use products. It explores consumer liking, emotions and behaviours when interacting with products and product attributes.  Its greatest application is providing guidance in the development of new products and the modification of existing products, in order to ensure that the products are going to be well liked and therefore consumers will buy them more, or more often.

Consumer Science can employ a wide range of methods including some of those used in Sensory Science.  Early in the development process, qualitative methodologies can be used to understand the appeal of product concepts (possibly generated from studying trends) and prototypes. These methodologies include such things as focus groups where a moderator will gather responses from small groups of targeted consumers/shoppers. It can also involve observation of consumer behaviours when interacting with products.  Observations can, at times, be made within the home as products are being used by consumers.  In this way suggestions for changes to improve product concept and prototype appeal and functionality can be gained.

Trained panels are used in Consumer Science studies as well as panels of untrained targeted consumers.  Trained panels can be used to develop sensory profiles of products and can also help validate that desired attribute changes to product have been made without developing undesired changes in others.  Consumer panels are used to assess consumer (the end user) responses to prototypes in product development and potential competitors products as well.  Responses such as appeal/liking of concept and prototypes, purchase intent (concept and prototypes), how well prototypes match concept, how well attributes are liked and match consumer expectation, what emotions consumers feel about the product experience.  The data can be analysed statistically to give guidance on optimisation and estimate likelihood of in-market success, ultimately helping with decisions to launch a product or not.