Capturing the implicit mind - quantitative fragrance imagery by free association

This paper focuses on how the qualitative/quantitative technique of Free-Choice Profiling was used to better understand consumers’ unconscious and emotional reactions to fragrances in liquid fabric softener products via images, memories, emotions and characteristics.

Capturing the Implicit Mind - Quantitative Fragrance Imagery by Free Association

Ruth DiCasoli and Kristin WiacekTakasago International Corporation, United States

Gregory StuckyInsightsNow, Inc., United States

INTRODUCTION

“I know that you believe that you understood what you think I said, but I am not sure you realize that what you heard is not what I meant” (Robert McCloskey, U.S. State Department spokesman).

Within the fragrance industry, the common conundrum is how to effectively break down the language barrier between consumers and perfumers. The consumer and the perfumer relate to and talk about fragrance quite differently. Perfumers...

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