Fragrance exploration: Background
When creating or reworking fragrances for specific products, brands and target groups it is not sufficient to know WHICH type of fragrances or fragrance themes are potential winners against others.
To optimize a fragrance and product development process it is also necessary to understand WHY specific fragrances are preferred against others and WHAT different fragrance themes communicate.
This requires a detailed understanding of the olfactory perception of a scent which implies a detailed description via extended vocabulary by normal consumers.
Fragrance exploration: Situation
A perfumer or fragrance expert is used to identify and to describe the complexity of a fragrance character.
Real consumers are human beings: They have difficulties being conscious about what they are looking for regarding scents and fragrances and describing what they smell.
Fragrance exploration: Possible objectives
Unlocking the unconscious and perceptual world of smell/fragrance:
- A profound understanding of the perception, description and interpretation of specific fragrances by consumers.
Fragrance exploration: Methodology
- An intensive, profound and direct dialogue with the consumer
- Qualitative exploration of up to 5 different fragrances in the context of focus groups
- Usage of projective techniques and specific stimulus material
Fragrance exploration: Synestesia
Connection with the other senses as another additional
Usage of a group of stimuli that allow an access to consumer’s feelings through his/ her senses in addition to the pictures: e.g. fabrics, sounds, colours, taste (needs to be thought over carefully to find the right taste examples)
Fragrance exploration: Application
When and what can the approach be used for?
- Profound understanding of the olfactory perception of a specific fragrance
- Understanding the functional and emotional connotations of different fragrance elements (to give guidance to perfumers and/ or R&D for the development and/ or rework of fragrances)
- Evaluating which fragrances fit to a defined product and/or concept (possible option: concept development based on the scents)
- Finding out which fragrance elements best define a sensation: Helping to define the sensations conveyed by the product.
- Generating a list of relevant fragrance attributes for quantitative product testing.