How to innovate within a mature category

Jose Santiago and Marieke Boers

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

Preface

Can online consumers contribute to market research about fragrance, if we can't digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle have recently begun adding input from online consumer communities to IFF's fragrance development process. We have developed a first, pioneering international research programme together, getting close and personal with consumers in each of IFF's seven priority markets. We interacted intensively with these groups about their prevalent perceptions of fabric care in general, and about the washing process and washing detergent fragrances in particular. The...

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