1 Chapter 3.2: Marketing research and sensory analysis: A reasoned review and agenda of their contribution to market orientation in the food industry By Alessio Cavicchi, 1 Maria Rosaria Simeone, 2 Cristina Santini, 3 and Lucia Bailetti 4 Keywords: qualitative techniques, sensory analysis, new product development (NPD), marketing strategies 1 Dr Alessio Cavicchi, Department of Studies on Economic Development, University of Macerata, P.zza Oberdan 3, 62100 – Macerata, Italy. E-mail: a.cavicchi@unimc.it. Telephone: + 39 0733 258 3919. 2 Dr Maria Rosaria Simeone, Department of Economic and Social Systems Analysis, University of Sannio, Via delle Puglie 82, 82100 - Benevento, Italy. E-mail: msimeone@unisannio.it. Telephone: + 39 082 4305714. 3 Dr Cristina Santini, School of Business Administration, University of Florence, Via delle Pandette 9, 50127 – Firenze, Italy. E-mail: cristina.santini@unifi.it. Telephone: + 39 055 43741. 4 Eng. Lucia Bailetti, Director of the Italian Center of Sensory Analysis, Via Cuoio 19, 62024 - Matelica, Italy. E-mail: lbailetti@analisisensoriale.it. Telephone: + 39 0737 84215.