This paper illustrates non-verbal and psychology oriented test procedures to elucidate modes of self-experience relative to preferences for sensory stimuli, in particular for scents. As a result of these tests, a Spectrum of Positive Moods and Images will be presented, specifying seven potential target groups or personality clusters for perfumes. The two- and three-dimensional color-shape figuration in this spectrum in relation with particular fragrance preferences can serve as an orientation help for designing fragrance concepts as well as for fragrance consulting. A large-scale test using this material is presented as an exemplification of how present mood trends in our society and corresponding target groups, as well as subsequent fragrance concepts, can be analyzed.
This new material can be analysed in the same way as verbal material. We start with a content-analysis and a symbolic, metaphorical and psycho-analytical interpretation of the signs sent out, just as we would with words. The only difference is that these unlock the door to the imaginary world of respondents and to their unconscious - something that words are less able to do nowadays; and this new material also supplies information on marginal and differentiating factors relating to the phenomena under study.
The aim of the following experiment among children between 6 and 12 years was to measure the impact of advertising on children in a way which avoids any bias of recall by verbal methods of measurement. Since the ability to express oneself in words does not fully develop before the mid teens, a graphical way of recall collection seems much more adequate for impact measurements on children. All drawings were discussed with each child to find out what it meant to express. The set up took place in four groups of 9 to 10 children each in order to have a kindergarten-like situation rather than an examination-situation with the authority of a strange adult.
The child does not only consume and exert influence over the purchases of adults, he is also a reflection of the surrounding society which tends to impose its norms upon him. We can then use the child as a starting point from which to set out the broad outlines of a socio- cultural context.
This paper describes a methodology : "creative motivation research" in which a group of consumers using non-verbal techniques in a prospective and goal-oriented setting are led to express their motivations, desires and fears concerning a product and/or product field. Bridging the gap between research findings and their creative application is achieved by a similar approach with the working team involved on the project which allows to take both the research findings and the factual constraints into account. An application of this approach to an actual problem is presented : the positioning of a new brand of deodorant in France.