Abstract:
This paper explores the unique challenges in sensory research of fragrances. A new approach to multivariate modeling is presented to explain what consumer qualities with respect to attitudes/beliefs, lifestyles, usage, and demographics and what professional evaluator assessments (i.e. Odor Evaluation Board) of fragrances characterize how consumer differ in their perceptions. In application, this technique provides perfumers and marketers with new insights into the complex, hidden cause and effect relationships between a fragrance as a complex stimulus and different consumer experiences. This technique greatly increases the ability of perfumers to quickly design fragrances for applications targeting specific consumer segments.
Research Papers
The role of fragrance in the brand personality of consumer products
Catalogue: ESOMAR Fragrance Research Conference 2005
Authors: Maryana Kaplan, Kendra Zarrilli
Company: Q Research Solutions, Inc.
May 15, 2005
Research Papers
Creating fragrance concepts from first principles
Catalogue: ESOMAR Fragrance Research Conference 2003
Authors: Rachel Katz, Barbara Itty, Howard R. Moskowitz
Company: Moskowitz Jacobs Inc.
March 16, 2003
