The intention of this paper is to explain a new qualitative and quantitative methodology developed eight years ago and applied in different FMCG markets: detergents, fabric conditioners, and household cleansers in several West European countries, enabling better understanding of what “represents” an existing or new fragrance/perfume to the corresponding target (the customers) and how it is ‘decoded’.
Talking The Same Language
Development of a common language between customers,
perfumers, and marketers through qualitative and quantative perfume engineering
Pedro Zaragoza
Keystone Network
Background
Our history on perfumes
goes back to 1994 when one of...
