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...