How to innovate within a mature category

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

Preface

Can online consumers contribute to market research about fragrance, if we can't digitally transmit scents yet? Short answer: yes, most certainly. The leading global designer of fragrances and flavours IFF and innovation research company Winkle

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