This paper focuses on how a cross-cultural research program is used to better understand issues of fragrance and consumer insight. At Takasago, the voice of the consumer is integrated into the Creative Fragrance Development Cycle with perceptual maps providing insight into the consumer's subconscious reactions to fragrances. With a cross-cultural consumer testing process (e.g., Wave Testing), further fragrance and consumer insights are easily obtained. Moreover, with a critical mass of Wave Testing, Takasago determines drivers of acceptance, olfactive opportunities, and attribute learning. Hence, ROI is delivered throughout the Creative Development Process, e.g., via Study, Wave, and Project.