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 particularly aware of this. Having set out to focus on consumer centricity, it was especially important for IFF's research teams to uncover new consumer insight, encourage their employees to engage with it, and to be able to innovate with it.

To understand the mainstream American woman like never before, IFF and Ipsos devised an ethnographic research project to go beyond how she reported...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands