SENSANALYSIS is a company of experienced specialists in sensorial and emotion-led research

Barbara Busch

CEO + Founder

Barbara is the German-born founder and CEO of SENSANALYSIS. After several years as a research director across FMCG companies Barbara saw a profound lack of specific research tools to deepen sensory understanding. Recognizing a gap in the market she went on to create a successful market in the gap with the 1984 launch of SENSANALYSIS. Her vision of scent as the invisible brand personality became the founding principle of the company. As well as leading the company, Barbara continues to be an operational team member responsible for new tool development. (Languages: English, German, Italian)

Darlene Duran

Research Director

Darlene Duran, a new addition to the SENSANALYSIS team, will bring our expertise for uncovering sensorial insights to our clients in new, impactful ways.  As Research Director, Darlene will be partnering with clients to find the best ways to set their brands apart using the power of a sensorial lens and our proprietary new tools.  She is based in New York City and brings to her role more than 15 years of market research and marketing communication experience, providing insights and support to package goods, personal care and financial service clients.  She has experience working internationally with a wide range of both qualitative and quantitative research approaches.

Khanthiwa “Pap” Seltzer

Research Manager

Pap’s love of people and cultures translates into all aspects of her career. Having lived in 3 different countries, she carries nearly 10 years of international experience in understanding consumer behavior across Asia and North America. She is a seasoned researcher in Qualitative Research and Web Analytics, a uniquely balanced skillset that allows her to identify behavioral patterns while taking into consideration the emotional aspect of the consumer. As a Research Manager at SENSANALYSIS, Pap helps brands in creating emotional sensory driven products and experiences.

Team of Global Nomades

Sensorial Research Analysts

Experienced consultants & researchers  are  supporting  our team  in getting  a deeper understanding of the sensorial background of different cultures. They are of paramount importance when it comes to analysing and report writing of  global surveys.