Capturing Sensorial Emotions Online

CAPTURING SENSORIAL
EMOTIONS
WITH AN
ONLINE PLATFORM

Company
SCENTANALYSIS © All rights reserved
2Qualitative 360 – Berlin 2013
PRESENTATION FLOW
Methodology Specifics
Why we need to move forward
Online Pilot
Review
Discussion

specialist multi-sensorial research agency that
translates consumer’s feelings, emotions and
ideas into early insights.
generating greater sensoriality
in product design,
fragrance development or
marketing creation.
company

They provoke
emotions
lead to stronger
brand relationships
(Product) Senses are key
4
OUR BELIEF as researchers:
company
Qualitative 360 – Berlin 2013

Sensorial quotes bring
descriptions to life, uncover emotions
5
company
“it smells light, fresh,
nice and floral”
“it’s a really nice smell. It reminds me of
an open field full of pink, soft smelling
flowers. The air is clear, fresh and
dynamic. I feel like swirling around,
being happy, lighthearted and carefree!”

How do we get
those quotes
today?
6
company

We adapted traditional
tools
for the specific needs
of scent research.
To get at what scent is “saying”
to people sub-consciously.
7
We started 25 years ago with scent,
the most powerful sense of all!
Today, next to scent we cover all 5 senses

People able to articulate scent and emotion
is not universal
*not experts or trained panellists
1st adaptation:
We recruit sensorially articulate people
methodology
QCS Qualitative Consumer Screening
We qualify consumers* able to articulate
about emotions, scents,...

2nd adaptation:
We run individual sessions
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methodology
…individual work space.
…multiple workspaces
with supervisors to explain,
survey rotations, assist but never
influence
Sessions have individual work spaces to allow the participant
to express their very private associations, using a variety of
projective techniques

…associate to other sensorial experiences…
We explore concept, scent, aroma or taste
perceptions…
10
company
…uncover emotional involvement…

to eventually
re-adapt our tools to
the specific needs of the
‘new’ digital consumer
habits
11
Next, we want to explore the digital
‘sense’…

12
Moving forward
…consumers spend min. 21 hours online/week
… increase of digital devices (smartphones,i-pads,i-pods,computer…)
…and multi-tasking on single or on multiple screens
From individual CLT sessions to digital HOME sessions

13
Moving forward
How emotionally involved can consumers
be ONLINE?
How good is online sensorial feedback?
Compared to our traditional tools, we wanted to
know:
• Do we obtain the same sensorial quality feedback?
• Are consumers engaged in the same way?
• Can online be used for all research purposes?
I am in my mid-30s …,
the point remains that growing up digital
leads to some of the tendencies I am
noticing. There’s a lack of ability to be
fully present.

We used
• an online market
research platform
• plus software for
sensory research
14
Diving into the ONLINE pilot…

 Select the fragrance for a new
sunscreen formulation.
 Deliver a detailed fragrance
description
 Use a qualitative approach
Project outline
Online Pilot

16
Online Pilot
We ran 2 parallel studies
with 12 consumers from target group, filtered for their sensorial articulation
• Central location (in group)
• Paper questionnaire
• Over 2 hours
TRADITIONAL SESSIONS METHOD
• Home (alone)
• Online platform
• Over 1 day
NEW DIGITAL METHOD
CLT room,
with a supervisor
At home

17
Online Pilot
The Set Up
Product
concept
description
ONLINE
PLATFORM
+
SOFTWARE
LINK 
PAPER
QUESTIONNAIRE
TRADITIONAL METHOD DIGITAL METHOD

The Flow
18
Online Pilot
Recruitment
CLT fieldwork session (2hrs)
Supervisor introduction
Individual concept evaluation
- written answers (questionnaire)
Questionnaire collected and
entered manually (online software)
Recruitment
Introduction Email sent out
Products sent to participants
Fieldwork start
Video introduction
Concept Online evaluation
- per VIDEO, picture uploads
- followed by software link
Product Online evaluation
- per VIDEO, picture uploads
- followed by software link
Transcriptions of videos online
Individual scent evaluation
- written answers (questionnaire)

The Raw Data Output
19
Online Pilot
Videos
+ transcripts

How this was
reported…
Online Pilot

21
TRADITIONAL Report extract
A VERY APPEALING SCENT
APPROACHABLE-NATURAL-MODERN- LIGHT- WARM
Innovative-expensive-soft
“the tropical scent is amazing, it
immediately transports me to an
exciting tropical island adventure”
 highly appealing because of its fruity tropical (coconut) beachy relaxation combined with an energizing kick evoking nostalgic
happy memories and good moods. More than half of the respondents LOVE the scent.
 Has perfect intensity and long-lastingness and highly suits the concept.
 Colours evoked: white, yellow, blue a white yellow colour - yellow like the sun - baby blue (sky) - Blue like a clear ocean
 Makes me feel: CLEAN-relaxed-refreshed-happy-in a good mood-confident-comfortable-energized-carefree Happy and as if I were on the
beach - Content refreshed out going - Happy, calm, refreshed , relaxed - Happy, invigorated, excited
Summarizing how consumers described the scent:
“Fruity fresh clean crisp
energetic”
“it has a very summery
pineapple, coconut scent “
“brightness of the summer sun “
“reminds me of the beach
and outdoors”

22
DIGITAL Report extract
Summarizing how consumers described the scent:
An overall light, subtle and natural scent with a soft-warm
(powdery-floral) and tropical summer note (comfortable,
coconut-y).
“The scent is very feminine, fresh and
clean, It makes me feel happy and
energized and brings all the sunny
summer-y thoughts and makes my
skin feel hydrated and smooth”
VIDEO
COLLAGES

The sensorial feedback is not
really richer but…
The report is more interesting
and fun to look at
Online Pilot

Advantages versus
disadvantages
…what prevails?
24
Review

Organisation
Analysis
Reporting
Sensorial richness
Consumer involvement
Costs
25
Summarising our pilot
Client’s advantage
review

26
Ameticulous organization is vital for the
success of multi-sensorial research
Golden rules:
each step needs to be thoroughly thought through and communicated clearly
Diversify tasks to keep motivation
DIGITAL METHOD
Micro-organization is key
KISS communication with participants
(Keep it Simple, Silly)
Limit number of questions/tasks
per assignment
Add interactions with participants
Calculate delays (mom-time-schedule)
TRADITIONAL METHOD
Test material preparation is essential
Clear supervisor brief and script
 summarizingQualitative 360 – Berlin 2013

27
Raw Data well prepared
is a must!
DIGITAL METHODTRADITIONAL METHOD
 summarizing
Software reporting Software reporting
+ Pictures/collages
+ Videos
DIGITAL INCREASES the amount of data
 picture/videos illustration is easy…
 adds analysing time for multiple analysts

28
DIGITAL Reporting is more
active, visual, fun
Qualitative 360 – Berlin 2013  summarizing
Emotions are not just
described, they are visible!
+ Video feedback is great for
– Showing product usage/habits
– Seeing spontaneous scent feedback and
illustrating reports

29
Participants were open to either survey
‘format’
…but the home situation can alter
response quality sometimes…
Always ‘on the run’ in
her kitchen/ radio in
background
Talking very softly, as if
she didn’t want to
disturb… bad recording
quality
Lack of general
emotional involvement…
Children running,
laughing in the
background…
Some like the fact of not writing so
much / Others prefer writing to
filming themselves…
 summarizing

30
UNCHANGED (-) REDUCED (+) ADDED
Recruitment Facility/supervision Higher setup costs
Software programming Data entry
ONLINE Platform
+ participant technical
support
Guide development
Higher Respondent
Incentives
…to ensure
motivation/completion
Higher analysing costs
Qualitative 360 – Berlin 2013  summarizing
Approx. 25% cost increase
In our case,
increase of internal costs

What DIGITAL enables
capacity to produce a more engaging report
visualizing the consumer emotions
going for a broader (geographic) target
engaging small, specific target groups
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CONCLUSION
What puts DIGITAL into question
increase of internal research costs (&time)
…while clients want more for less
technical constraints depending on countries/ target
…while global projects specs increase
review

To become…
 more cost-effective
 quicker
While keeping
the research quality
Let’s discuss & share experiences!
32
Challenging ourselves!

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Spontaneous ideas/thoughts /questions…
What about the limits?
GeographyTranslation
+ complexity of global ‘handholding’
What about the recruitment?
communities
Combining TRADITIONAL & DIGITAL

France
Barbara Preyssas
Global Vice President
Email-Contact:
barbara.preyssas@scentanalysis.com
120, Rue Jean Jaurès
92300 Levallois-Perret
Tel: +33 – 1 47 56 20 47
Fax:+33 – 1 47 56 20 20
Germany
Agnès Wiegand
Senior Insights Director
Email-Contact:
agnes.wiegand@scentanalysis.com
Bettinastrasse 30
60325 Frankfurt
Tel. +49 – 69 974 61 203
Fax. +49 – 69 974 61 162
India
Anuradha Roy
Regional Director, India & Asia
Email-Contact:
anuradha.roy@scentanalysis.com
402, Gokul Regency
V.M.Shah Marg, Sahar, Andheri (East)
Mumbai 400 099
Mobile: +91 9819127812
ANALYSIS Scent International AG, Switzerland
Barbara Busch , Chairman of the Board
HR-Nr: CH-170.3.019.822-4
Industriestr. 7, CH-6300 Zug
Tel. +41 - 41 71 04 26 1
USA
Laura Finkelstein
Vice President
Email-Contact:
laura.finkelstein@scentanalysis.com
9 Prospect Park West, 6B
Brooklyn, New York 11215 USA
Tel: +1 917 743 4240
Contacts
SCENTANALYSIS © All rights reserved 35

Capturing Sensorial Emotions Online

Capturing Sensorial Emotions Online

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