Perceptual maps of sensory analysis and consumer reactions. A strategic tool for fragrance development
David W. Ingersoll Givaudan-Roure Corporation, United States
INTRODUCTION
The perfumer is faced with the task of creating a loved fragrance, and therefore attempts to dialogue with the consumer. The premise is that the end-user of your product can help you design a better fragrance. It is no revelation, however, that the perfumer and consumer speak different languages. Consumer reactions to your product are expressed in an emotive language, whereas the perfumer speaks a technical language. Hence, the communication to the perfumer is typically ambiguous and...