Multi-response approaches in product-focused investigations: Methodological variations across three case studies

•Presents three case studies with beverages, seafood and chocolate.•Consumers taking part from different ethnicities: New Zealand, Indian, and Chinese.•Data collected in central location (CLT) or home-use test (HUT) settings.•The cases demonstrate versatility of multi-response approach in product research.•The value of emoji in multi-variable product research is discussed.