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...