How Firmenich utilised VR for smell research

By using VR to immerse research participants in an appropriate context, fragrance firm Firmenich believed it could gather better quality data.

Technology is opening up all sorts of new avenues for market researchers, but ultimately they’re still relying on the quality of the data they collect and how they interpret that to deliver useful insights to clients. But the data is often, of necessity, gathered in an artificial environment and can that be used to predict what real consumers will do?

“It’s critical that the consumer data we get is actionable,” Fabien Craignou, director consumer insights at Firmenich, told the IIeX conference (Amsterdam, February 2019). Firmenich creates fragrances for anything from perfumes to shower gels to laundry detergents. “We want...

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