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Research papers

Skiing uphill

If you want to know where to go, then skii uphill. That way you are not following everyone else. This paper was born out of the belief that flavours could be considered differently in product development. As such, it is tasked with exploring...

Catalogue: Asia Pacific 2011: Increasing Value Through Simplicity
Author: Sanja Burns
March 20, 2011

Research papers

The sweet smell of success

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...

Catalogue: Fragrance 2009: The Trends Mistral
Author: Vivien S. Wilton-Middlemass
June 26, 2009

Research papers

Chemistry of seduction

This presentation describes the exploratory method that led us to understand women's erotic associations to fragrance. The results of this research helped our client to find new marketing insights and vocabulary about erotic emotions and sensations,...

Catalogue: Fragrance 2009: The Trends Mistral
Author: Adeline Attia
Company: Allegoria Consultants
June 26, 2009

Research papers

Magical mystery tour

Synaesthesia may be applied to both Alzheimer's and Qualitative Research as an effective support technique, in order to trigger a spontaneous consumer language made of sensorial metaphor, based on a direct emotional experience. In order to enhance...

Catalogue: Fragrance 2009: The Trends Mistral
Author: Luigi Toiati
Company: Focus S.r.L.
June 26, 2009

Research papers

Putting fragrance in perspective

Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected 'economic' (i.e. pricing) performance of different ideas about fragrance in hotels vs. ideas...

Catalogue: Fragrance 2009: The Trends Mistral
Authors: Howard R. Moskowitz, Rieko Shofu, Marco Bevolo, David Moskowitz
Company: Moskowitz Jacobs Inc.
June 26, 2009

Research papers

A world of chicken flavors

During the spring and summer of 2007, Givaudan sponsored and QualiData executed a global ethnographic study to support the discovery and development of novel chicken flavors. Aiming for intensive consumer immersion at the point of flavor creation,...

Catalogue: Congress 2008: Frontiers
Authors: Michael P. Cook, Hy Mariampolski
Companies: QualiData Research Inc., Givaudan
September 26, 2008

Research papers

The supreme sensory experience

The supreme sensory experience and the human senses are suggested as fruitful marketing concepts for rethinking marketing in practice and theory. The aim of the paper is to discuss and present the usefulness of a sensory marketing framework in terms...

Catalogue: Congress 2008: Frontiers
Author: Bertil Hultén
September 26, 2008

Research papers

The power of emotions

A theoretical framework exploring the importance of Multisensory strategies as the entrance to the consumer's mind and heart in order to create an emotional relationship between a brand and the client. How could a company create real emotions that...

Catalogue: Latin America 2008
Author: Karla Barajas Portas
May 13, 2008

Research papers

Where does fragrance fit into the product concept?

The data reported here come from a much larger study involving the marketing language used with fragranced products. The goal of the original set of studies was to identify what language drove interest in a fragranced product, for a set of 30...

Catalogue: Fragrance 2007
Author: Howard R. Moskowitz
Company: Moskowitz Jacobs Inc.
November 14, 2007