Resources Library by ANA

Capturing the algebra of the customer's mind for fragrance through pictures, text and decompositional research analyses

This paper presents a new approach to the measurement of fragrance 'ideas' (e.g. a fragrance for today woman), based upon the fit of a visual concept to a specific fragrance idea. The features of the visual concept are systematically varied by...

Catalogue: ESOMAR Fragrance Research Conference 2005

Authors: Barbara Itty, Howard R. Moskowitz, Brae McDonough, Aurea Gupton

Company: Moskowitz Jacobs Inc.

May 15, 2005

The role of fragrance in the brand personality of consumer products

This paper explores the role of fragrance in defining a brand's personality at the point of purchase relative to its packaging. Louis Cheskin's concept of Sensation Transference provides the basis for this exploratory research.Results contained...

Catalogue: ESOMAR Fragrance Research Conference 2005

Authors: Maryana Kaplan, Kendra Zarrilli

Company: Q Research Solutions, Inc.

May 15, 2005

How to KISS?

The paper describes a specific philosophy and a new methodology for conducting fragrance market research, i.e., TEST NOMADE. The better understanding of the rationale and merits of this methodology and its evolution from the initial ideas are...

Catalogue: ESOMAR Fragrance Research Conference 2005

Author: Olivier L. Aron

May 15, 2005

Consumers and their brands

This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers' needs play in such a relationship.The analysis is done in two very different but equally...

Catalogue: Asia Pacific 2005

Authors: Javier Calvar, Goutam Mitra

March 13, 2005

Subjective age

The concept of subjective age has previously been applied to segment the senior consumers' market: Market research has highlighted the tendency among individuals to feel younger than they actually are.This research demonstrates how other similar...

Catalogue: ESOMAR Conference On Age 2005

Authors: Denis Guiot, Bruno Schumutz

January 30, 2005

GPS - Generating Perfume Sparkles by Global Positioning System

This paper describes the 'GPS' approach, which consists of defining the right target for the next perfume of the brand 'XYZ' and of point out the concepts to which this target is sensitive. The aim of GPS is to serve the development of perfume...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Patrick Duquesne, Frédéric Miedzinski

March 16, 2003

Talking the same language

The intention of this paper is to explain a new qualitative and quantitative methodology developed eight years ago and applied in different FMCG markets: detergents, fabric conditioners, and household cleansers in several West European countries,...

Catalogue: ESOMAR Fragrance Research Conference 2003

Author: Pedro Zaragoza

March 16, 2003

A fragrance brand's image and scent test results

Achieving the proper balance between a fragrance brand's image and scent is necessary for its continual success or to a launch. Successful marketers understand the emotional drivers of their target demographics and work to create a fragrance brand...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Natalie Granik Seidman, Timra L. Carlson

March 16, 2003

Creating fragrance concepts from first principles

This paper deals with the fit of sets of fragrance elements (36 elements each) to 30 different end uses, varying from purely 'fine' to purely 'functional', by means of an integrated approach called a 'mega-study'. The method used was conjoint...

Catalogue: ESOMAR Fragrance Research Conference 2003

Authors: Rachel Katz, Barbara Itty, Howard R. Moskowitz

Company: Moskowitz Jacobs Inc.

March 16, 2003