NEWS9 June 2011
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Columnists
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
GERMANY— Fragrance researcher ScentAnalysis has launched a new quantitative scent research tool, the Scent Choice Test.
The SCT is designed to evaluate not just whether people like a fragrance, but how effectively it conveys the image of the brand it’s supposed to be associated with.
The company’s experts determine which fragrances are linked to which concepts, and respondents record their expectations of how a product will smell before testing it for themselves.
Instead of rating fragrances according to standard attributes, respondents rate them according to particular attributes relevant to the brand or concept in question.
Results are reported quantitatively so clients can see how close the fragrance matches customers’ expectations of their brand and what they can change to create a better fit.
The agency, which has offices in Germany, France and the US, has used the new tool to evaluate anti-ageing skincare products, looking at how different fragrances can reinforce the values of brands or the impression of product effectiveness.
The firm said: “The power of scent is greatly underestimated. Having a scent that is highly liked is a necessary part of the mix, but scent can play a far greater role as the ‘invisible personality’ of the product. It is the silent communicator.”
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Crawford Hollingworth explains why defaults aren't always what they're made out to be in behavioural science:… https://t.co/ykPn2tQu6o
Research during the war in Ukraine showed the value of empathy https://t.co/Eqri5PTpPB #mrx #marketresearch
ESRC and AHRC partner on research commercialisation project https://t.co/5HJ64tHze0 #mrx #marketresearch
The world's leading job site for research and insight
Resources Group
Quant / Qual Insights specialist – Comms/NPD/Brand
£50,000–£60,000 + Excellent Benefits
Hasson Associates
Business Development Director
£85000–90000
Swarm Recruitment
Research Manager (Quant and Qual)
£28,000–£34,000
Featured company
Deserved rest after long walk in the rain https://t.co/xP8d6D8dHY
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments