Abstract:
This paper focuses on how the qualitative/quantitative technique of Free-Choice Profiling was used to better understand consumers' unconscious and emotional reactions to fragrances in liquid fabric softener products via images, memories, emotions and characteristics. Generalized Procrustes Analysis was performed on the Free-Choice Profiling data in order to generate a 'consensus design'. The perceptual maps generated a visual display of the cognitive structures of fragrance imagery by illustrating the relationships among products based on the attribute ratings provided by each panelist. The valuable unspoken information gained by free association can be translated into information that is actionable and insightful for the perfumer and creative team, effectively breaking down the language barrier between consumer and perfumer. By utilizing indirect methods, such as Free-Choice Profiling, Takasago has the ability to listen to and understand the consumer's unconscious subconscious fragrance experience.
Research Papers
Expert or consumer language? Why not both?
Catalogue: Seminar 1993: Consumer Research In Fragrance Business
Author: Francisco Batalla
 
June 15, 1993
Research Papers
A new approach to international fragrance research
Catalogue: Seminar 1988: International Marketing Reserarch
Author: Jane Bigham
 
June 15, 1988
Research Papers
Perceptual maps of sensory analysis and consumer reactions
Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance
Author: David W. Ingersoll
Company: Givaudan
December 1, 1996
