Capturing the Implicit Mind - Quantitative Fragrance Imagery by Free Association
Ruth DiCasoli and Kristin WiacekTakasago International Corporation, United States
Gregory StuckyInsightsNow, Inc., United States
“I know that you believe that you understood what you think I said, but I am not sure you realize that what you heard is not what I meant” (Robert McCloskey, U.S. State Department spokesman).
Within the fragrance industry, the common conundrum is how to effectively break down the language barrier between consumers and perfumers. The consumer and the perfumer relate to and talk about fragrance quite differently. Perfumers...