Abstract:
This paper presents research into a method for deriving a consumer relevant emotional image set for a traditionally 'functional' product category such as Fabric Softeners. It begins by deconstructing one of the key basic level consumer benefits for the category 'freshness'. Consumers are led through a series of exercises including choosing images that connote freshness and creating image groups according to their own beliefs and rules. The second phase of the research involves a quantitative validation of these images using a Procustes technique in order to confirm the image grouping and to relate this to the more concrete arena of semantics and word-based scaling. This work then serves as a basis for constructing a range of emotional probes appropriate for use in traditional quantitative research which measure fragrances' - or other concrete product features' - differential ability to cue relevant emotions.
Research Papers
Capturing the implicit mind
Catalogue: ESOMAR Fragrance Research Conference 2005
Authors: Kristin Wiacek, Ruth DiCasoli, Greg Stucky
 
May 15, 2005
Research Papers
Talking the same language
Catalogue: ESOMAR Fragrance Research Conference 2003
Author: Pedro Zaragoza
 
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Research Papers
Typology of fragrance emotions
Catalogue: ESOMAR Fragrance Research Conference 2005
Author: Pieter Desmet
 
May 15, 2005
