Using consumers to create collective genius

Barbara Preyssas and Barbara Busch

Fragrance Research tends to focus on asking consumers' opinions about fragrances after perfumers and marketers have created and selected them.

Using consumers to create collective genius

Barbara PreyssasAnalysis Scent International, Switzerland

Barbara BuschAnalysis Scent International, France

INTRODUCTION

“Opportunity is often missed because we are broadcasting when we should be tuning in” - Unknown.

Consumers can – indeed they should – be a part of the collective genius used to create scents, whether for fine or mass fragrance, personal care, household products or even non-scented brand equities (e.g. a hotel, shop or airline scent).

In the search to create lasting, meaningful emotional bonds with consumers, behavioralinsights are sifted for like gold nuggets ... yet...

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