Abstract:

The sense of smell can be used in strategic branding to create opportunities for the fragrance industry as a whole. This presentation demonstrates how, with a multi staged approach of combined sensory and consumer research techniques, this can be achieved. By understanding how consumers perceive a brand and its competitors (using an adapted Kelly Repertory Grid Technique), establishing the elements which drive consumers' perceptions (preference mapping techniques), understanding the sensory profile of the product and using GPA (Generalized Procrustes Analysis) to link the sensory and perceptive data, we find the best fragrance fit.