Main Research Solutions Contact 5! Senses Audit, Development, Assessment What does 5! Senses research cover? an inventory of sensory impressions for a brand how strongly the sense comes to mind for the brand whether the association is positive or negative how distinctive it is what specific memories or emotions are related to it the importance of the sensory elements to loyalty All 5! Senses research programs are designed to help marketers identify how they can use the sensory experience around their brand to strengthen consumer loyalty. Each program consists of three steps: Audit > Development > Assessment > To find out how we can help you build the five senses into your brand offer, contact your nearest Millward Brown office.