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.
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