1、The Emotive Consumer,Consumer as a Partner in the Creative Development Process,Your Companys Business Philosophy?,Consumer Research is used more as a learning tool for your clients internal and/or external clients Exploration The consumer is your partner who guides creative development.Marketing Res
2、earch is used more as a confirmation tool for your company Validation The consumer is “judge & jury“ for “Go/No Go” launch decisions.,A Consumer-Centric Philosophy,Sensory Bundle Optimizing,GAP Analysis,Fragrance Image Profiling,Product Attribute Mapping,Consumer Guided Creativity,Psychographic Segm
3、enting,Brainstorming,BRING THE VOICE OF THE CONSUMER TO THE CREATIVE TEAM,A Consumer Centric Philosophy,Who better than the end-user to assist the Creative Team in developing distinct products that satisfy the changing preferences of consumer segments?,The Consumer as a Partner in the Creative Devel
4、opment Process,The Consumer Research Approach,Inverse of a Confirmation Study,Types of Exploratory Studies,BENCHMARK STUDY About 20 Market Products that characterize the intended marketCREATIVE BENCHMARK STUDY About 15 Market Products and 5-9 products from other markets About 15 Market Products and
5、5-9 Creatives/PrototypesCREATIVE STUDY About 15-24 Creatives/Prototypes About 15 Creatives/Prototypes with Benchmarks,Since the Research Objective is exploratory in nature, a broad spectrum of products are needed for consumers to profile and provide directionBalanced Incomplete Block (BIB) Design To
6、o many products for each respondent to evaluate (K=20) A respondent evaluates a subset (k=4) of the products (K=20) Decide on number of respondents (n=50) per product Total Sample size is 200 (k x n; 4 x 50 =200) The K products must be equally presented in each position of the k rotation,An Explorat
7、ory Study Design,Example of a BIB (4 of 8 N=100),Exploratory Questionnaire Design,Since the Research Objective is exploratory in nature, a “Diagnostic/Exploratory Questionnaire“ is needed for consumers to profile each fragrance. Overall Emotive Measures Fragrance Diagnostics Fragrance Characteristic
8、s Fragrance Communication Performance and End Benefit Issues Imagery and Safety Issues,Questionnaire Design: Emotive, Diagnostic, and Characteristics,Overall Emotive Measures Purchase Intent Like/Dislike Suitability (Alienation) Diagnostics Strength Sweet Consistency Product Characteristics Fresh Cl
9、ean Natural Sophisticated,Questionnaire Design: Communicative Properties of Products,Product Performance Issues Cleans Moisturizes Malodor Coverage Product End Benefit Issues Relaxes Me Creates Appropriate Ambience Imagery Memory Destination Emotion Smells Like,The 5-Point Hedonic Rating Scale,Witho
10、ut a Benchmark in the study, many companies use scale, category, and culturally dependent norms for success2/3|1/4 and the 2/3|1/3 rules are typical The mean may provide misinformation,The 5-Point JAR Scale (Just About Right),Without a Benchmark in the study, many companies use scale, category, and
11、culturally dependent norms for success65% JAR rule is typical The mean may provide misinformation,The Semantic Differential Rating Scale (Fresh vs. Bland),The mean may provide misinformation,Some “Properties” of the 5-Point Scale,If the Top 2 Box and the Bottom 2 Box are about a 40%/40% split then t
12、he attribute for the flavor/fragrance is “POARIZING”If the Top 2 Box and the Bottom 2 Box are about 20%/20% split then the attribute for the flavor/fragrance is either “INDIFFERENT” or “JAR”If the Top 2 Box and the Bottom 2 Box are about 33%/33% split then the attribute for the flavor/fragrance is “
13、FLAT”,Conundrums of Consumer Research,Much of the fragrance experience by the consumer is unconscious which is rather difficult to express to the perfumerMuch of the conscious fragrance perceptions and reactions are emotional and non-actionable for the perfumerThe Consumer is a partner in the Takasa
14、go Creative Fragrance Development ProcessTakasagos Consumer-Centric Approach is central to the Creative Fragrance Development Process,Direct Probing of The Flavor/Fragrance Experience,Direct probing of the Flavor/Fragrance experience basically measures: Conscious and Subconscious Perceptions Emotion
15、al ReactionsConsumer feedback to the Creative Team is typically in the form of a Summary Table which can be a bit of a “Data Dump.”,Example of a Summary Table,5 Point Rating Scales,Summary Tables are One-Dimensional Data Dumps,Does NOT reveal the subconscious/unconscious consumer impressions of frag
16、rancesDoes NOT readily depict the “Personality” of a fragrance a summary table is an attribute-by-attribute account of how the fragrance is perceivedDoes NOT easily provide direction to perfumers for future fragrance modifications,How Do You Read the Consumers Mind to Create Consumer Loved Products
17、that Communicate Your Brand Message?,Flavor/Fragrance Personalities,Typically, there is greater fragrance differentiation on communicative issues than on acceptance measures,Suitability/Appropriateness Imagery Product Performance End Benefits Issues.,Consumer Research and Perceptual Maps,Flavor/Frag
18、rance is an emotional experienceThe consumer is an emotional bundle of mixed messages Cultural Dependent Some conscious but mostly unconscious“Reading” Consumer reactions to products Need to better probe the consumers mind Need to translate the emotional language of the consumer to actionable inform
19、ation The task at hand is to obtain a better understanding of the consumers mind and their relationship to flavors/fragrances,Principal Component Analysis (PCA) Requires use of Vectors for interpretation Not Intuitive interpretation for the Creative TeamMultiple Correspondence Analysis (MCA) No Vect
20、or Analysis Required Combination of MCA and Cluster Analysis An intuitive “Neighborhood Analysis” for the Creative Team,A Picture is Worth a Thousand Words But What Type of Picture?,Multiple Correspondence Analysis,An association is represented by a statistical correlation A statistical correlation
21、is represented by distance Distance is inversely related to the correlation Hence, the closer two points are on the Map the greater the correlation and the greater the association,Correspondence Mapping presents a statistical picture of how consumersunconsciously differentiate fragrances,Creative Fl
22、avor/Fragrance Mapping,Perceptual Maps are multi-faceted, depending on the objectivesDelve more into the consumers mind (be careful) Better understand consumer perceptions of a Market Better understand how your products perform against competitors Better understand how new fragrances impact the Mark
23、et Better understand cross-cultural dynamics Better manage your product portfolio, e.g., a living database,Beverage,Clients Business Objectives,Create a new Carbonated Soft Drink positioned for adults 50 69 years of ageMust convey a sense of being: Well Liked Refreshing Complex/Sophisticated Savoir
24、De-Stressing Evening,Research Objective,Determine consumer reactions to a broad palette of 20 flavorsExplore Hedonics Appropriateness of Drink The Level I Like Flavor Characteristics Flavor PersonalitiesProvide the Creative Team with Direction,Review Methodology,Design Sequential Monadic Design at a
25、 Central Location Facility A 4 of 24 Balanced Incomplete Block (BIB) Design 100 Consumers/Flavor; 600 Consumers 8 oz. can of Carbonated Soft DrinkRespondents Pre-recruited 600 Consumers 50% Men & 50% Women 50 69 years of age Drink Carbonated Soft Drink at 1x/week No visible signs of cold or allergie
26、s,Emotive Measures (Hedonics) Appropriateness (Consumer Segment) Diagnostics (Strength) Product Characteristics (Semantic Differentials) Fragrance Communication Performance and End Benefit Issues Imagery Issues,Review Questionnaire (Distribute Questionnaires),Questionnaire Design,Since the Research
27、Objective is exploratory in nature, a “Diagnostic/Exploratory Questionnaire“ is needed for consumers to profile each fragrance. Overall Emotive Measures Fragrance Diagnostics Fragrance Characteristics Fragrance Communication Performance and End Benefit Issues Imagery and Safety Issues,Questionnaire
28、Design: Emotive, Diagnostic, and Characteristics,Overall Emotive Measures Purchase Intent Like/Dislike Suitability (Alienation) Diagnostics Strength Sweet Perfumey Product Characteristics Fresh Clean Natural Sophisticated,Questionnaire Design: Communicative Properties of Product,Product Performance
29、Issues Cleans Moisturizes Malodor Coverage Product End Benefit Issues Relaxes Me Creates Appropriate Ambience Imagery Memory Destination Emotion Smells Like,N = 600 x = 55%, y = 28%,Review Opportunities,Cluster 1 with sophisticated Mellow Ginger (70% T2B) that is for early evening relaxation Cluster
30、 2 with Champagne Dry (77%) and Gingerale Rum (67%) that are Natural, Appropriate for Someone Just Like You, and relaxingCluster 3 with Grapefruit Twist (69), Plum (70%) and A Fruit Blend (70%) that Refreshes, Tingles, BUT STIMULATES,N = 600 X = 55%, y = 28%,Food,A Takasago Intensate,Business Object
31、ive Client identified the cooling sensation of “Cooling Cherry” jelly as an attribute driver of Purchase IntentResearch Objective Determine the consumer acceptability of 2 identified Sensates at different dose combinations Research Design 4 Levels of Sensate A and 4 Levels of Sensate B,Experimental
32、Design,CURRENT (65%),ALBN,AMBL (71%),ALBH (44%),ALBM (51%),ALBL (61%),ANBL (59%),ANBM (48%),ANBH (40%),AMBM (79%),AMBH (45%),AMBN (62%),AHBN (55%),AHBM (43%),AHBH (28%),AHBL (49%),JAR Cool,Not Cool Enough,Too Cool,JAR Sweet,Not Sweet Enough,Too Sweet,JAR Bitter,Too Bitter,Stale,Harsh,Processed,Compl
33、ex,Natural,Chemical,Fresh,Full Body,Sharp,Unique Flavor,Expensive,Cheap,Off Taste,Tangy,Robust,Burn,Cherry Candy,Sour Cherry,Cool Cherry,MOD AMBL/AMBM (85%),Intensate Summary,Sensate A Medium Level is Desirable Low Level creates too much coolness High Level contributes to BitterSensate B Works in a
34、synergistic manner with Sensate A,Baby Skin Care,Background,A company in Asia-Pacific is successful with a Baby Wash productThe company would like to launch this Baby Wash product in the UK and USA “as is”, but is concerned how the current fragrance may “halo” skin evaluations by the US and UK consu
35、mers,Research Objectives USA and UK,Determine consumer acceptance of new creative modifications of the Baby Bath product.Develop an understanding of how consumers react to different fragrance types of the same productDetermine how the various scents affect acceptance and skin care perceptions,Method
36、ology US & UK,Test Design (BIB) Un-Identified Sequential Monadic Sniff Test Balanced Incomplete Blocked (BIB) Design Each consumer evaluated 3 of 6 “Products” Each Product was evaluated by 50 consumers on skinRespondents Pre-recruited 100 women, 18-34 years of age Moms with Babies 0-24 months Catego
37、ry users of Baby Bath products at least 3x/Week No visible signs of cold or allergies,Fragrance Descriptions,USA x=68%; y=25%,Summary of USA Perceptual Map,All 4 Test Products performed well on skin with TTF-1530 (Citrus, Floral Bouquet) and TIC/B-05.455 (Citrus, Floral Bouquet) the least accepted T
38、TF-1530 conveys a drying to the skin TIC/B-05.455 conveys a cheap smellRP-1730 (Fresh, Floral, Creamy, Musky) and RP-1729 (Fresh, Floral, Creamy, Musky) performed extremely well and are in the desired neighborhood for the Baby Bath Wash product. Skin Care benefits Appropriate Baby Safe,UK x=77%; y=1
39、7%,Summary of UK Perceptual Map,RP-1730 (Fresh, Floral, Creamy, Musky) and RP-1729 (Fresh, Floral, Creamy, Musky) are consumer loved fragrances and profile as Well Rounded, Natural, Comfortable, Smells Like a Baby, Contains Natural Milk Extract, and AppropriateTTF-1530 (Citrus, Floral Bouquet) is no
40、t liked and profiles as inappropriate, Chemical, uncomfortable, invigoratingTIC/B-05.455 (Citrus, Floral Bouquet) is liked but conveys a cheap smell,Conclusion,Scent can profoundly impact product acceptance and perceptions of product performance attributesOriginal fragrance is not well accepted by t
41、he US and UK consumerThe Bay Wash product was launched in the USA and UK with RP1730,Womans Cologne,A Study,A Wave,Consumer Guided Creativity and Insight,The Project,Cumulative Waves,Building a Foundation For Consumer Insight,General Methodology of a Study,Study Design 4 of 8 Balanced Incomplete Blo
42、ck (BIB) Design On Skin, 2 and 20 minutes after application Questionnaire Design Acceptability Diagnostics Fragrance Characteristics Imagery Women (N =100) 18 35 Years of Age Scent Seekers and Innovators Other Psychographics,General Methodology of a Wave,Core Countries Once a month participation USA
43、 France Germany Standardized Protocol Standardized Questionnaires,30 Waves,A “Study“,Reveal subconscious/unconscious impressions of fragrancesDepict the “Personality” of a fragranceBetter understanding of fragrances for future modifications,“A Study” Wave 26 in France,LAURA - Musky Floral TAK-172 -
44、Floral TAK-173 - Fruity Floral TAK-174 - Green Floral TAK-175 - Herbal Floral TAK-176 - Fresh Green Floral TAK-177 - Floriental TAK-178 - Aldehydic Floral,A Perceptual Map of a Study from Wave 26 in France,Neighborhoods and Fragrance Personalities Wave 26 France,TAK-175 is well liked and perceived t
45、o be fresh, well rounded, and easy to wearTAK-173 is a familiar, natural, comfortable scent that is relaxing and comfortableTAK-176 is a not well accepted, but is considered a classic, memorable, unisex-feminine fragrance. To improve acceptability of TAK-176 the perfumer needs to make it: Less unise
46、x and distinctive. More fresh, well rounded, and just about right on overall strength and sweetness. Less sharp and sophisticated. More light & airy, natural, and comfortable,“A Follow-Up Study” Wave 29 in France,LAURA - Musty Floral TAK-193 - Sparkling White Floral TAK-194 (TAK-176 MOD) - Powdery F
47、loral TAK-195 - Fruity Floral TAK-196 - Fruity Chypre TAK-197 - Fruity Fresh TAK-198 - Chypre TAK-199 - Aquatic Green Floral,A Perceptual Map of Frances Wave 26 with TAK-194 Passively Included,A combined Perceptual Map of Frances Wave 26 & 29,A Study, Perceptual Maps, and Consumer Insight,Reveals th
48、e subconscious/unconscious consumer impressions of fragrances via associationsProvides meaningful and actionable information to perfumersReadily depicts the “personality” of fragrancesEasily provides direction to perfumers for future fragrance modificationsUser Friendly,A “Wave“,Reveal the subconsci
49、ous/unconscious impressions of consumers across cultures Depict the “Cultural Personality” of a fragrance Better understanding of the consumer-fragrance interaction to create the elusive global scent,Wave 26 USA, France, and Germany,LAURA - Musky Floral TAK-172 - Floral TAK-173 - Fruity Floral TAK-174 - Green Floral TAK-175 - Herbal Floral TAK-176 - Fresh Green Floral TAK-177 - Floriental TAK-178 - Aldehydic Floral,A Perceptual Map of the Entire Wave 26,Blue = USA Purple = France Green = Germany,A Perceptual Map of the entire Wave 26 with TAK-194,
