How to Kiss? (Keep it simple, stupid)

Olivier L. Aron

The paper describes a specific philosophy and a new methodology for conducting fragrance market research, i.e., TEST NOMADE™.

How to kiss? (Keep it simple, stupid)

Olivier L. AronISIPCA, France

INTRODUCTION

Background

A female acquaintance of François Dalle, the former chairman of L'Oreal, participated in a new cosmetic product marketing research study. She later commented that at no point in the process did she have the opportunity to express her real feelings about the product itself. From this rather innocuous observation, TEST NOMADE™ was developed in order to allow the consumer freedom of speech and approximate the purchase experience as much as possible.

TEST NOMADE™ was specifically designed to answer the need of diversity for new fragrance creation....

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