capturing sensorial emotions with an online platform - scentanalysis

CAPTURING SENSORIAL EMOTIONS

WITH AN ONLINE PLATFORM

Company

SCENTANALYSIS © All rights reserved

2 Qualitative 360 – Berlin 2013

PRESENTATION FLOW

Methodology Specifics

Why we need to move forward

Online Pilot

Review

Discussion

specialist multi-sensorial research agency that

translates consumer’s feelings, emotions and

ideas into early insights.

generating greater sensoriality

in product design,

fragrance development or

marketing creation.

company

They provoke

emotions

lead to stronger

brand relationships

(Product) Senses are key


4

OUR BELIEF as researchers:

company

Qualitative 360 – Berlin 2013

Sensorial quotes bring

descriptions to life, uncover emotions


5

company

“it smells light, fresh,

nice and floral”


“it’s a really nice smell. It reminds me of

an open field full of pink, soft smelling

flowers. The air is clear, fresh and

dynamic. I feel like swirling around,

being happy, lighthearted and carefree!”

How do we get

those quotes

today?


6

company


We adapted traditional

tools

for the specific needs

of scent research.

To get at what scent is “saying”

to people sub-consciously.


7

We started 25 years ago with scent, the most powerful sense of all!


Today, next to scent we cover all 5 senses

People able to articulate scent and emotion

is not universal

*not experts or trained panellists


1st adaptation:

We recruit sensorially articulate people

methodology

Qualitative 360 – Berlin 2013 SCENTANALYSIS © All rights reserved

QCS Qualitative Consumer Screening

We qualify consumers* able to articulate

about emotions, scents,...

2nd adaptation:

We run individual sessions


9

methodology

…individual work space.

…multiple workspaces with supervisors to explain,

survey rotations, assist but never

influence

Sessions have individual work spaces to allow the participant

to express their very private associations, using a variety of

projective techniques



…associate to other sensorial experiences…

We explore concept, scent, aroma or taste

perceptions…

10

company


…uncover emotional involvement…

to eventually

re-adapt our tools to

the specific needs of the

‘new’ digital consumer

habits


11

Next, we want to explore the digital

‘sense’…



12

Moving forward

…consumers spend min. 21 hours online/week

… increase of digital devices (smartphones, i-pads, i-pods, computer…)

…and multi-tasking on single or on multiple screens

From individual CLT sessions to digital HOME sessions



13

Moving forward

How emotionally involved can consumers

be ONLINE?

How good is online sensorial feedback?

Compared to our traditional tools, we wanted to

know:

• Do we obtain the same sensorial quality feedback?

• Are consumers engaged in the same way?

• Can online be used for all research purposes?

I am in my mid-30s …,

the point remains that growing up digital

leads to some of the tendencies I am

noticing. There’s a lack of ability to be

fully present.


We used

• an online market

research platform

• plus software for

sensory research


14

Diving into the ONLINE pilot…


Select the fragrance for a new

sunscreen formulation.

Deliver a detailed fragrance

description

Use a qualitative approach


Project outline

Online Pilot



16

Online Pilot

We ran 2 parallel studies with 12 consumers from target group, filtered for their sensorial articulation

• Central location (in group)

• Paper questionnaire

• Over 2 hours

TRADITIONAL SESSIONS METHOD

• Home (alone)

• Online platform

• Over 1 day

NEW DIGITAL METHOD


CLT room,

with a supervisor At home


17

Online Pilot

The Set Up


Product

concept

description

ONLINE

PLATFORM

+

SOFTWARE

LINK

PAPER

QUESTIONNAIRE

TRADITIONAL METHOD DIGITAL METHOD

The Flow


18

Online Pilot


Recruitment

CLT fieldwork session (2hrs)

Supervisor introduction

Individual concept evaluation

- written answers (questionnaire)

Questionnaire collected and

entered manually (online software)

Recruitment

Introduction Email sent out

Products sent to participants

Fieldwork start

Video introduction

Concept Online evaluation

- per VIDEO, picture uploads

- followed by software link

Product Online evaluation

- per VIDEO, picture uploads

- followed by software link

Transcriptions of videos online

Individual scent evaluation

- written answers (questionnaire)

TRADITIONAL METHOD DIGITAL METHOD

The Raw Data Output


19

Online Pilot


Videos

+ transcripts

TRADITIONAL METHOD

DIGITAL METHOD

How this was

reported…



Online Pilot


21

TRADITIONAL Report extract

A VERY APPEALING SCENT APPROACHABLE-NATURAL-MODERN- LIGHT- WARM

Innovative-expensive-soft

“the tropical scent is amazing, it

immediately transports me to an

exciting tropical island adventure”

highly appealing because of its fruity tropical (coconut) beachy relaxation combined with an energizing kick evoking nostalgic

happy memories and good moods. More than half of the respondents LOVE the scent.

Has perfect intensity and long-lastingness and highly suits the concept.

Colours evoked: white, yellow, blue a white yellow colour - yellow like the sun - baby blue (sky) - Blue like a clear ocean

Makes me feel: CLEAN-relaxed-refreshed-happy-in a good mood-confident-comfortable-energized-carefree Happy and as if I were on the

beach - Content refreshed out going - Happy, calm, refreshed , relaxed - Happy, invigorated, excited

Summarizing how consumers described the scent:

“Fruity fresh clean crisp

energetic”

“it has a very summery

pineapple, coconut scent “

“brightness of the summer sun “

“reminds me of the beach

and outdoors”



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DIGITAL Report extract

Summarizing how consumers described the scent:

An overall light, subtle and natural scent with a soft-warm

(powdery-floral) and tropical summer note (comfortable,

coconut-y).

“The scent is very feminine, fresh and

clean, It makes me feel happy and

energized and brings all the sunny

summer-y thoughts and makes my

skin feel hydrated and smooth”


VIDEO

COLLAGES

The sensorial feedback is not

really richer but…

The report is more interesting

and fun to look at



Online Pilot

Advantages versus

disadvantages

…what prevails?


24

Review


Organisation

Analysis

Reporting

Sensorial richness

Consumer involvement

Costs


25

Summarising our pilot


Client’s advantage

review


26

A meticulous organization is vital for the

success of multi-sensorial research

Golden rules:

each step needs to be thoroughly thought through and communicated clearly

Diversify tasks to keep motivation

DIGITAL METHOD

Micro-organization is key

KISS communication with participants (Keep it Simple, Silly)

Limit number of questions/tasks

per assignment

Add interactions with participants

Calculate delays (mom-time-schedule)

TRADITIONAL METHOD

Test material preparation is essential

Clear supervisor brief and script

summarizing Qualitative 360 – Berlin 2013


27

Raw Data well prepared

is a must!

DIGITAL METHOD

TRADITIONAL METHOD

summarizing

Software reporting

Software reporting

+ Pictures/collages

+ Videos

DIGITAL INCREASES the amount of data

picture/videos illustration is easy…

adds analysing time for multiple analysts


http://openclipart.org/people/lmproulx/piles.svg

http://www.24tru.com/r/analyze/searches/LBvnc7wWrfj/images/452072



http://www.24tru.com/r/analyze/searches/4FB5dsJn1V7/images/452009




28

DIGITAL Reporting is more

active, visual, fun

Qualitative 360 – Berlin 2013 summarizing

Emotions are not just

described, they are visible!

+ Video feedback is great for

– Showing product usage/habits

– Seeing spontaneous scent feedback and

illustrating reports


29

Participants were open to either survey

‘format’

…but the home situation can alter

response quality sometimes…

Always ‘on the run’ in

her kitchen/ radio in

background

Talking very softly, as if

she didn’t want to

disturb… bad recording

quality

Lack of general

emotional involvement…


Children running,

laughing in the

background…

Some like the fact of not writing so

much / Others prefer writing to

filming themselves…

summarizing


30

UNCHANGED (-) REDUCED (+) ADDED

Recruitment Facility/supervision Higher setup costs

Software programming Data entry

ONLINE Platform

+ participant technical

support

Guide development

Higher Respondent

Incentives

…to ensure

motivation/completion

Higher analysing costs

Qualitative 360 – Berlin 2013 summarizing

Approx. 25% cost increase

In our case,

increase of internal costs

What DIGITAL enables

capacity to produce a more engaging report

visualizing the consumer emotions

going for a broader (geographic) target

engaging small, specific target groups


31

CONCLUSION

What puts DIGITAL into question

increase of internal research costs (&time)

…while clients want more for less

technical constraints depending on countries/ target

…while global projects specs increase

review


To become…

more cost-effective

quicker

While keeping

the research quality

Let’s discuss & share experiences!


32

Challenging ourselves!



33

Spontaneous ideas/thoughts /questions…

What about the limits?

Geography Translation

+ complexity of global ‘handholding’

What about the recruitment?

communities

Combining TRADITIONAL & DIGITAL


http://connectedtogo.com/sites/default/files/3 young people with 3 different devices, horzontal_3.jpg?1339444707

THANK YOU

France

Barbara Preyssas

Global Vice President

Email-Contact:

[email protected]

120, Rue Jean Jaurès

92300 Levallois-Perret

Tel: +33 – 1 47 56 20 47

Fax:+33 – 1 47 56 20 20

Germany

Agnès Wiegand

Senior Insights Director

Email-Contact:

[email protected]

Bettinastrasse 30

60325 Frankfurt

Tel. +49 – 69 974 61 203

Fax. +49 – 69 974 61 162

India

Anuradha Roy

Regional Director, India & Asia

Email-Contact:

[email protected]

402, Gokul Regency

V.M.Shah Marg, Sahar, Andheri (East)

Mumbai 400 099

Mobile: +91 9819127812

ANALYSIS Scent International AG, Switzerland

Barbara Busch , Chairman of the Board

HR-Nr: CH-170.3.019.822-4

Industriestr. 7, CH-6300 Zug

Tel. +41 - 41 71 04 26 1

USA

Laura Finkelstein

Vice President

Email-Contact:

[email protected]

9 Prospect Park West, 6B

Brooklyn, New York 11215 USA

Tel: +1 917 743 4240

Contacts

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