IFF: The real women of America - re-evaluating category and consumer understanding to uncover fertile new ground for fragrance innovation

International Flavours & Fragrances (IFF), an American corporation, created 'Real Women of America', an ethnographic research project, to reveal new opportunities for innovation.


New consumer insight with a reality TV feel

New consumer insight can be extremely difficult to come by, not least for experienced research teams, and especially in established markets. International Flavors & Fragrances (IFF) are particula

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