The success of seafood products on the market is heavily dependent on their sensory performance. Thus, research techniques involving measurements obtained from consumers are crucial to gauging market potential. Numerous methods are available for the sensory evaluation of seafood products, which can be broadly categorized into objective (analytical) and subjective (affective) measurements. This chapter describes a wide range of methods used in the sensory and consumer sciences. Methods covered include descriptive techniques, discrimination testing, and temporal methods, as well as hedonic and preference testing and others. Where possible, the methods are exemplified with studies on seafood products, and those that have not yet been utilized in seafood products but have strong potential are also described. Finally, the chapter outlines important considerations for planning sensory and consumer research in order to maximize the usefulness of the results collected