Building cross-cultural consumer insights of women's colognes with interactive multivariate statistical tools

Frank Winter and David Ingersoll

This paper focuses on how a cross-cultural research program is used to better understand issues of fragrance and consumer insight.

Building Cross-Cultural Consumer Insights Of Women's Colognes With Interactive Multivariate Statistical Tools

David W. Ingersoll Takasago International CorporationFrank Winter Frank Winter Associates

Introduction

'Who better than your end-user to help you design a better product and hit the target more frequently' (Ingersoll, 1997). Consumers as end-users of package goods and fragrances can provide guidance to the perfumer throughout the Creative Fragrance Development Cycle.

At Takasago, the consumer is considered a strategic resource that works in partnership with perfumers and evaluators. A major challenge in establishing a philosophy of Consumer Guided Creativity is the issue...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands