This paper shows how product developers can use in-market products as landmarks for product development. The approach develops a matrix of products by attributes. These attributes comprise sensory, liking, and image dimensions. The investigator reduces the sensory attributes to a limited set of orthogonal variables by factor analysis and relates every attribute to a quadratic function of these factors. The set of equations constitutes a “category model.” The investigator then optimizes the factors within explicit constraints (for example, the range of factors spanned by original products) and within implicit constraints (for example, that a sensory, liking, or image attribute should lie within a certain range). The combination of factors corresponding to the optimum yields a corresponding sensory profile via the category model. Finally, the matrix of products X attributes shows which products provide the requisite sensory levels uncovered by the optimization. These products constitute “sensory landmarks,” on an attribute-by-attribute basis.