A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.
A case study that shows how IFF - a fragrance company - used ethnography to start making products for the first time...with products hitting the shelf in Oct 2019.
The following presentation shows how L'Oréal Spain evolved from a classic social listening practice, based on text interpretation, to image-based analytics by developing AI existing algorithms with machine-learning techniques. Discovering how fast the evolution has been in an environment where text is obsolete and image is king, forced us to push our technological boundaries to better understand the key agents in the beauty social ecosystem: influencers, brands and of course, our consumers. In addition, we have learned how the relevant insights that were detected helped L'Oréal Spain to be closer to our customers, learn from them and communicate in the most meaningful manner in order to maintain our leadership as the number 1 beauty player in the market.
The following report shows how L'Oréal Spain evolved from a classic social listening practice, based on text interpretation, to image-based analytics by developing AI existing algorithms with machine-learning techniques. Discovering how fast the evolution has been in an environment where text is obsolete and image is king, forced us to push our technological boundaries to better understand the key agents in the beauty social ecosystem: influencers, brands and of course, our consumers. In addition, we have learned how the relevant insights that were detected helped L'Oréal Spain to be closer to our customers, learn from them and communicate in the most meaningful manner in order to maintain our leadership as the number 1 beauty player in the market.
Sonification is a new way of engaging consumers with the sensorial perception of a cosmetic product through sound and music. Qualitative consumer studies were conducted in Japan and Korea, aiming to examine how sound and music could enhance the product experience with consumers. This study confirmed that sounds and music, in addition to visual images, can be a key medium of communicating sensorial benefits of cosmetics.
Can online consumers contribute to market research about fragrance, if we can't digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle have recently begun adding input from online consumer communities to IFF's fragrance development process. We have developed a first, pioneering international research programme together, getting close and personal with consumers in each of IFF's seven priority markets. We interacted intensively with these groups about their prevalent perceptions of fabric care in general, and about the washing process and washing detergent fragrances in particular. The result is a wealth of actionable, qualitative, hands-on insights that IFF will benefit from for years to come.
Yanbal has traditionally succeeded through Catalog Sales and a strong personal contact between their consumer and its salesforce. Technology, on the other hand, and specifically digital access, has become an important part of everyday activities. How would technology affect this business model? Will the purchase decisions and even the actual purchase be affected with the irruption of mobile devices and online access in Yanbal's consumer base? This paper will analyze its possible impact on the current business model through the combination of two innovative research methodologies: behavioral tracking and online communities.
The paper describes a successful experience regarding the use of a traditional research method pure and simple desk research to gather relevant insights to the business. The goal was to raise as much information as possible about Avons representatives, in a friendly, actionable and attractive format, without making large investments in the hiring of a new and complex study. But we have actually discovered a theme through various studies and were able to raise valuable insight from the work.
Market research culture is not always developed in companies. When it is, occasionally the team finds it difficult to incorporate the learnings from one project into the other. Other times, they are so eager to use innovative methods that they forget that the existing information could also bring valuable results. Having that in mind, Avon has hired IBOPE Inteligência to immerge into information gathered about their sales representatives in the past 3 years, to look for new insights. Results show that it is essential resignificate the role of the traditional research methods in the internal knowledge management, as they can bring powerful insights to the business.