Abstract:

The purpose of this paper is to take stock of a very good friend of Market Researcher: Likeability. We are reviewing why it is our best friend through easiness and reliability, but also where we should be very careful if we do not want to be fooled. In fact Likeability is under influence of different factors such as the ones of final consumers, environment, and methodology. We finally explore a methodology that could help us to live in perfect harmony with likeability. It consists of rooting likeability to olfactive descriptors that would help creative teams to better understand markets and consumers.