A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.
A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.
Can online consumers contribute to market research about fragrance, if we can't digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle have recently begun adding input from online consumer communities to IFF's fragrance development process. We have developed a first, pioneering international research programme together, getting close and personal with consumers in each of IFF's seven priority markets. We interacted intensively with these groups about their prevalent perceptions of fabric care in general, and about the washing process and washing detergent fragrances in particular. The result is a wealth of actionable, qualitative, hands-on insights that IFF will benefit from for years to come.
Can online consumers contribute to market research about fragrance, if we canât digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle have recently begun adding input from online consumer communities to IFF's fragrance development process. We have developed a first, pioneering international research programme together, getting close and personal with consumers in each of IFF's seven priority markets. We interacted intensively with these groups about their prevalent perceptions of fabric care in general, and about the washing process and washing detergent fragrances in particular. The result is a wealth of actionable, qualitative, hands-on insights that IFF will benefit from for years to come.
Nowadays it is becoming more and more difficult to develop new fragrances outdoing existing ones in terms of consumer acceptance. Developing testing methods able to identify opportunities for successful new fragrances appears as an essential challenge for the industry. This paper deals with the measurement of the newness of a fragrance in a two-dimensional way instead of the unique dimension usually considered. The authors consider both the mere perception of newness per se, and the comprehension of newness. Data analyses confirm the two-dimensionality of newness in the fragrance domain. This two-dimensionality in the newness construct is validated by a differential effect of the two dimensions on fragrance and product liking.
This paper focuses on emotional states of short duration, on the order of several minutes, and in particular in the subjective, or mood, component of those states. It is felt these states would be sensitive to odor stimuli, particularly fragrances. The authors have developed a way to visualize, or map, the mood associations that are spontaneously evoked by fragrance, a technique referred to as Mood Mapping.