If your product does not taste good, it likely won’t succeed. There is a reason why taste testing market research is a popular form of research (both formally and informally).
When it comes to taste, nothing can quite capture this feedback better than an in-the-moment survey or focus group. Conducting this research live allows the interviewer or moderator to follow-up immediately on likes, dislikes, and product improvements. Creating a formal market research project around this can lend incredible depth and detail to assist with product development.