Fragrance 2.0 – Trends and key insights generated from the social web

Lauranie Nonotte and Anthony Hamelle
linkfluence, France

Julien Lévy & Visual Creation – Consumer Market Insights Fine Fragrance, Firmenich, France


Both quantitative and qualitative research methods – the two dominant approaches in market research – rely on relatively well established conceptual and theoretical frameworks. Modern sociology, psychology and social psychology, which have emerged in the late 19th and early 20th century as recognised academic fields, have enabled market research professionals to use commonly accepted principles and techniques to study the opinions and perceptions of individuals and social groups. For instance, when trying to measure the penetration (e.g. grP or awareness) and equity of a marketing campaign or a brand inside a given population, random or quota-based sampling methods are used to carry out the study at a limited cost whilst yielding accurate results. Sociodemographics or other “consumption habits” criteria can be used to divide the sample (and, indirectly, the overall population which it purports to represent) into homogeneous social groups that actually structure and segment the studied population at large. As it were, it is pointless to try and understand the opinion or behaviour patterns inside human societies, and the underlying causes thereof, without taking into account their structures which not only reflect how individuals flock together, but also shape said individuals' behaviours and opinions.