This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the presenters advocate a rethinking of current research paradigms in the industry and suggest an interdisciplinary and multi-perspective angle on 'researching the senses'. While criticising current sensory research, the presentation at the same time calls for 'researching with all senses' as the future leitmotif and concept of research at large.
This paper gives insight into B2B-specific business requirements and how the application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive situation of strategic suppliers within the B2B2C eco system of the food market. This paper demonstrates how listening to social media with Netnography has generated real competitive advantages. Insights and inspiration for the successful use and implementation of social media research for B2B companies are also provided. Two food case studies on natural and healthy nutrition as well as on the next generation of citrus beverages demonstrate the application of Netnography.
The temporality of sensations has been acknowledged in the food industry and for a long time as a potential key driver of liking. However, no practical method was available until now for tracking down such a temporal sensory signal simultaneously on a number of attributes. TDS fills this gap. We illustrate our methodology by a study on fragrances produced by Body Washes. We were interested in knowing which concrete stimuli emanating from the product's features are perceived as dominant and when.