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

With the advent of the social web (also known as web 2.0) as a new way of communicating ideas, market researchers are faced with a new social space that requires relevant methods to apprehend its segments, analyse opinions and identify trends.

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

Lauranie Nonotte and Anthony Hamellelinkfluence, France

Julien LévyOsmoz.com & Visual Creation – Consumer Market Insights Fine Fragrance, Firmenich, France

INTRODUCTION

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 20thcentury as recognised academic fields, have enabled market research professionals to use commonly accepted principles and techniques to study the...

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