Algorithms of scent and experience: Using machine learning to pair aromas with emotions and motivations in the personal care category

Alejandro Salgado-Montejo, PhD, Carlos Payares, Jaime Gómez, Rodrigo Salgado and María José Aza

Describes research into relationships between aromas, motivations and emotions in the context of the personal care category, with a view to translate this knowledge into usable concepts, messages, ads and stories.

There is a fatal moment when art transforms itself to take on the artistic qualities of the neighboring arts. It is then when short and narrow spirits proclaim decadence is upon us. — Gustave Moreau

Highlights

We explore the role of machine learning, multi-source models and big data in market research and consumer understanding. We applied machine learning algorithms to two billion data points, and explored the relationships between aromas, motivations and emotions in the context of the personal care category. Six motivations (power, discovery, creativity, coping, pleasure and belonging) and four emotional mind-sets (action, reflection, contrast and prospective)...

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