Inspiring the senses: How innovation in the sensory business can benefit from a new angle on research and how future qualitative research can learn from sensory!

This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the authors advocate a rethinking of current research paradigms in the industry and suggest an interdisciplinary and multi-perspective angle on 'researching the senses', that ensures sensory factors are included in future projects.

Inspiring the senses: How innovation in the sensory business can benefit from a new angle on research and how future qualitative research can learn from sensory!

Massimo Cealti, Gabriele Niemann and Oliver SchieleitSymrise, France, Symrise, Germany and H,T,P, Concept, Germany

WELCOME TO THE AGE OF THE SENSES

‘If a revolt is to come, it will have to come from the five senses.’ (Michel Serres: Angels – a Modern Myth)

It’s hard to imagine a new blockbuster movie today not being released in 3D. Chewing gums and ice-creams promise to stimulate all the senses (‘5 Gum – Stimulate your senses’,...

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