Scent Research follows it's own rules!
Understanding the mechanism of consumer-scent-perception is key for a successful scent research.
Scent research follows the fact that scent impacts us much more than we are consciously aware of*!
A scent instantly...
...initiates a myriade of MEMORIES!
...impacts our MOOD!
...even affects work PERFORMANCE!
*Closely interlinked with our emotional brain (limbic system) and our long-term memory (hippocampus) scent perception instantly leads to an emotional reaction!
And not only that…
An IMAGINED smell (e.g. prompted by a picture, a pack,...) is as POWERFUL as a real smell!
Decoding consumer scent EXPECTATIONS is crucial or cohesive products/brands!
WHEN to apply Consumer-Centric Scent Research?
Whenever you need to make sure you are on track with your target consumer's concept-scent understanding.
* Qualitative scent research with target consumers
** Qualitative and/or Hybrid (qual-quant) scent research with target consumers
IMPORTANT! At any stage, qualitative consumer scent research helps enrich the (final) quantitative validation questionnaires by decoding the relevant consumer language, at 3 levels: 1) concept-lead scent characteristics/notes 2) concept-lead emotional spaces 3) product functional cues.
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