Capturing the algebra of the customer’s mind for fragrance through pictures, text, and decompositional research analyses

This paper presents a new approach to the measurement of fragrance ‘ideas’ (e.g., a fragrance for today’s woman), based upon the fit of a visual concept to a specific fragrance idea.

Capturing the algebra of the customer's mind for fragrance through pictures, text, and decompositional research analyses

Howard R. Moskowitz, Barbara Itty and Brae McDonoughMoskowitz Jacobs Inc., United States

Aurea GuptonS C Johnson & Son, Inc., United States

Jacqueline BeckleyThe Understanding & InsightGroup, United States

MEASURING THE IMMEASURABLE

Psychophysicists are fond of saying that one of their key scientific goals is to measure the private world of sensory experience, and by so doing uncover the laws of perception. The founder of psychophysics, the eminent polymath Gustav Theodor Fechner (1860), opined a century and...

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