Driving fragrance research through predictive modeling

This paper explores the unique challenges in sensory research of fragrances. A new approach to multivariate modeling is presented to explain what consumer qualities with respect to attitudes/beliefs, lifestyles, usage, and demographics and what professional evaluator assessments (i.e.

Driving fragrance research through predictive modeling

David Lundahl and David PlaehnInsightsNow, Inc., United States

David IngersollTakasago International Corporation (USA), United States

INTRODUCTION

Fragrance development requires insight from market research into the complex nature of how consumers with different demographics, usage and attitudes profiles differ in their fragrance perceptions and respective memory associations. It also requires the skill and creative instincts of a perfumer to apply this knowledge to engineer a new fragrance that is predicted to elicit the right associations during product trial for a given market segment.

Predictive modeling is frequently used in quantitative market...

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