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...