Over the past decade, eCommerce has grown exponentially, with two massive markets, the US and China, ahead of the curve. Within each market, major FMCG companies have tried to optimize their product offer but selling online is different than selling offline, and tactics need to be adjusted to be successful. Sales on E-commerce platforms like Alibaba (T-Mall) and Amazon are affected by product findability and the inability to taste, feel or smell the product. Here we demonstrate how, with the sophisticated use of imagery, these challenges can be overcome.
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.
When beer beats wine in the restaurant! The quest fora perfect beer and food combination by using big data, algorithms and contextual consumer product testing (VR). In this paper we will therefore first introduce the concept of beer-food pairing based on molecular and machine learning information and its potential relevance for consumer delight. Subsequently, we will discuss the impact of context on the evaluation of such beer-food pairings by illustrating the current state of art in sensory and consumer context research.
When beer beats wine in the restaurant! The quest fora perfect beer and food combination by using big data, algorithms and contextual consumer product testing (VR). In this paper we will therefore first introduce the concept of beer-food pairing based on molecular and machine learning information and its potential relevance for consumer delight. Subsequently, we will discuss the impact of context on the evaluation of such beer-food pairings by illustrating the current state of art in sensory and consumer context research.
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.
One of the most challenging problems in product innovation and marketing is hoe to accurately and quickly translate a brand's promise trough a product concept into a product specification. This case study provides an innovative solution to this problem. InsightsNow worked with Campbell to apply behaviour science to rapidly translate thought a co-design methodology. Researchers applied behavioural techniques to identify sensory cues that are part of sensory memories which can be associated with key benefit promised by brand and products concept. This enables the rapid design of four soups for a line launched by Campbell.
There is no 'sense' in data until it encompasses all senses of the consumer, there is no 'experience' as valuable as the one shared in real time by the consumer and there is no 'communication' as authentic as the one that is initiated by the consumer. We must bring consumers to the centre of our research world and help them interact in a way that allows for us to see, hear, touch and feel what they experience. We must move from transactional to multi-sensory environment of inquiry especially in a region where consumers believe less in communication through text. We ought to give them an array of outlets to express themselves in a way that is both effortless as well as more thought- (sense) provoking.
Sensory cues provide the basis for understanding how to design and develop products to achieve harmony with the brand promise. Traditional research techniques focus on maximising purchase interest, preferences, and liking, to guide the construction of the concept and product. However, delivering a holistic product experience starts with understanding which sensory cues signal to consumers an expectation and/or confirm the delivery of benefits promised by the brand and product positioning. This transformational shift in innovation research enabled Campbell's to build a positive, sustained emotional connection between the consumer and brand in the development and launch of My Goodness Soups. This presentation details the science, method, and the application of sensory cues.