Capturing the implicit mind - quantitative fragrance imagery by free association

This paper focuses on how the qualitative/quantitative technique of Free-Choice Profiling was used to better understand consumers’ unconscious and emotional reactions to fragrances in liquid fabric softener products via images, memories, emotions and characteristics.

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...

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