Welcome!
Milestones
1.0 Introduction: Why Take This Course?
- 1.1 Why the Course is Needed
- 1.1.2 Tastes Are Changing: Case Study White Bread Loses Over 200 Million Euros
- 1.2 So Many New Products
- 1.3 For New Product Development
- 1.3.1 Flankers, Tweaking or Time For Something Completely Different
- 1.4 The Viscous Circle. Case Study: China
- 1.5 Four Main Areas for the Course
- 1.6 Understanding Preference for Fragrance and Flavor
2.0 How Advertising Works
3.0 The Consumer is the Hero
4.0 Master the Connection Between Flavor, Fragrance and Emotions: How to Create Preference.
5.0 Run Your Sensory Marketing Focus Group
- 5.0 & 5.1 Create and Moderate a Sensory Marketing Focus Group
- 5.2 & 5.3 Filling and Moderating Your Groups
- 5.4 How to Assess New Fragrance Concepts at Early Stages of Design
- 5.5 How to Research a Finished Fragrance Product
- 5.6 How to Research & Fix When a Product is Not Selling Well in Another Geographic Marketplace
- 5.7 Finding a Product’s Mood or Personality
- 5.8 & 5.9 Using Consumer’s Story, Memories & First Encounter
- 5.10 & 5.11 Finding Consumers Flavor & Fragrance Descriptors
- 5.12 & 5.13 Tying It Together: Finding Which Emotion is Driven by Which Aroma + Flavor
- 5.14 Best Ways to Present Your Findings for Maximum Impact
6.0 Why Brands, Flavours & Fragrances Fail
7.0 How To Ride the Next Consumer Trend
8.0 Further Knowledge
1.3 For New Product Development
1.3 New Product Development
If you want to be successful, you need to be new in a genuine sense of the word so that
your fragrance fits in with the emotions of the day. As with taste. Perfume is linked as most of the flavors that we detect come from our nose
or be retro nasally. So food, like fragrance is linked to emotions that go in and out of fashion.
So on your approach was designed to approach. You will learn when applied to new product development differs from all other ways you may have learned previously. The fundamental difference between the approach you will learn and that of others is that this method is first and foremost concerned with emotion and its effect on taste or smell
rather than the other way around. You start from an emotional point of view, whereas most other approaches start from a declared reference perspective.
This course is highly useful for you in New Product Development. My approach was born out of the commercial difficulty of not being able understand what would be the next fragrance using orthodox market research.
Orthodox approaches do not work so well as fragrance is associated with the emotions in fashion at the time.
So if you produce a fragrance that is very close to a current line it will win conventional declared prefernce research tests but will fail in the market because ‘me too’ fragrances are a waste of time.
If you want to be successful you need to be new in a genuine sense of the word, so that your fragrance fits in with the emotions of the day.
So food, like fragrance, is linked to emotions that go in and out of fashion.
You will started from an emotional point of view whereas most other approaches start from a declared preference.
So our new approach is designed…