This paper illustrates non-verbal and psychology oriented test procedures to elucidate modes of self-experience relative to preferences for sensory stimuli, in particular for scents. As a result of these tests, a Spectrum of Positive Moods and Images will be presented, specifying seven potential target groups or personality clusters for perfumes. The two- and three-dimensional color-shape figuration in this spectrum in relation with particular fragrance preferences can serve as an orientation help for designing fragrance concepts as well as for fragrance consulting. A large-scale test using this material is presented as an exemplification of how present mood trends in our society and corresponding target groups, as well as subsequent fragrance concepts, can be analyzed.
This paper examines the efficiency of the Bradley-Terry methodology in conducting fragrance evaluation in the context of a highly heterogeneous market; a market with varied socio-cultural behaviour. It further proposes a theoretical framework which reduces some existing limitations thereby enabling the methodology to be used across a wider range of stimuli.
This paper shows how consumer research links the fragrance developer with the consumer in a manner which produces both databases for understanding consumers, and consumer-driven direction for fragrance development. The approach follows procedures developed by the authors over the past twenty years, and used successfully in different product categories to show consumer preferences, and to guide ongoing development. These procedures involve fragrance development and testing in-market products to create a database, fragrance sensory segmentation, modelling, optimisation, and reverse engineering.
Optimisation techniques using preference mapping are highly effective in product development However, the consumer testing procedure is less than ideal for fine fragrances. An alternative methodology, developed for other applications but particularly suited to fine fragrance research is proposed. Parallel trials of the traditional and new methods applied to fine fragrance research have been conducted and their results are reported.
This paper analyses the effect of the fine fragrance current brand used, on the perception of test fragrances and consequently the acceptance or rejection of product evaluated. This paper also analyses whether it is preferable to use word or pictures in describing different types of woman, and in establishing relationships between them and certain types of olfactive descriptors.
A Perceptual Map of quantitative fragrance profiles can provide the perfumer with a snapshot of the current olfactive market. To provide the perfumer with a stable platform to work with, the core to this approach is Quantitative Fragrance Descriptive Analysis (QFDA), in which trained assessors quantitatively rate fragrances on various fragrance descriptive characteristics. Emotive measures from the consumer can be integrated with QFDA profiles. This integration provides the perfumer with a new understanding of how olfactive directions impact consumer perceptions and emotions. The emotive language of the consumer is translated into a more technical fragrance lexicon for the perfumer. From this process, cross-cultural differences and commonalities are readily visualised by the perfumer.
Session I of this seminar describes several experiences with product tests and mappings as development tools. One paper deals in particular with preference maps from paired comparisons. The present paper adds some of our experiences in drawing mappings on the basis of results from paired comparison tests. It shows that the order of presentation does have an influence on the perception and the rating of product characteristics. It also shows that the rank order effect cannot be neutralized properly by switching the order of product presentation in a random half of each sample. As a consequence, mappings based on paired comparison tests are - in our experience - difficult to interpret. Thus, if at all possible, we recommend running monadic tests for such purposes. The experiences we describe derive from more solid products, i.e. roasted coffees, but the same can certainly be found in tests with the more ephemeral characteristics of (fine) fragrances.
This paper describes the final phases of consumer testing utilizing Marketing Mix Studies conducted for many fragrance marketers and/or developers. The Marketing Mix Study as developed by Research 100 consists of a blind top note evaluation which gives an empirical reading of the fragrance; a measure of imagery delivered by a concept which serves as a means of understanding the consumer's comprehension of the promise; a branded top note evaluation to replicate initial purchase; and an extended use evaluation, representing repurchase in addition to providing fragrance diagnostics.
This paper addresses the topic of fragrance development within a fragrance house. Utilising consumer input at the inception of fragrance theme creation assures that the final submission will best meet marketer and consumer expectations.
This paper reports on a research study using a mental mapping technique, involving laddering interviews, which makes the link between perfume brands and the benefits derived from the purchase, and how these benefits in turn satisfy the purchaser's personal values. The research was carried out in the UK and Germany, among 24 respondents, and the paper discusses the findings in relation to managing the marketing mix across more than one market.
Synesthesia, the phenomenon of cross-modal perception, is well known in the visual and auditory realms. Recent studies show that contrary to conventional wisdom there are regular and systematic correlations between smell and vision. Smells have colours, and stronger smells have darker colours. Although learning may play a role in the formation of these associations, there is far stronger evidence for a biological basis of colour-odour synesthesia. Sensory evaluation based on synesthetic principles can optimise product design by harmonising fragrance and colour.
A relationship between colour preference and fragrance, should one exist, might enable inferences to be drawn from information concerning the former about which types of perfume a consumer might be expected to wish to buy. This paper seeks to determine whether perceptual mapping techniques can be used to determine the existence or otherwise of such a relationship by subjecting the results of a study specifically conducted to explore the possibility of the existence of such a relationship to this methodology.