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
1.5 Four Main Areas for the Course
1.5 Four Main Areas for the Course
The four main areas for this course will be story perception. Needs. And context.
Story. Story is the language of the heart. Stories move us, they take us on a journey. It's all about story. Yes, storytellers, good products and brands are good storytellers.
They tell a story. We will teach you a methodology to find out the story of your consumers or the emotions that went into that encounter with your product and a category.
For example, thinking about the emotions that go into an encounter with the product. Brands like Coca-Cola spent a lot of money advertising at exciting places. For example, the Olympics, World Cup, football, soccer matches.
It's not just so that we see their brand and keep them top of mind, which is good. But so the coke is associated or in semiotic terms. “Indexed” with exciting. Or, for example, other things like youthfulness, success.
You won't find Coke advertising at state funerals or things that are not good for the brand. They want to be associated with certain things and have the emotions of those events encoded within them. We need to find the consumer's story of what the brand or product is associated with in the consumer's mind. Perception is all about how the mind works.
There is a distinction between what you sense automatically. And the perception how the mind works. You'll be working out how the mind works and what fragrance or flavor is driving within
the mind. Needs. This is a really big one. It all starts with the need. Or as Nick Hurst said. "Forget insights, figure out the Needs".
And Context, as I mentioned, with white bread category, white bread has been the same for years and years and years. But the culture and the context around bread changed. So did the product. So we have to realize. We've got internally with the individual their needs. We've got the individual history, their story. We've got the individual's perception and we've got the product. But we also got the society's context. The other side to this story.
So, again, this is complex. Humans are really complex things, but we can understand them if we remember those four things. Story, Perception, the Needs and society's Context.
You remember those. You'll do just fine.
Story. Story is the language of the heart. Stories move us, they take us on a journey. It's all about story. Yes, storytellers, good products and brands are good storytellers.
They tell a story. We will teach you a methodology to find out the story of your consumers or the emotions that went into that encounter with your product and a category.
For example, thinking about the emotions that go into an encounter with the product. Brands like Coca-Cola spent a lot of money advertising at exciting places. For example, the Olympics, World Cup, football, soccer matches.
It's not just so that we see their brand and keep them top of mind, which is good. But so the coke is associated or in semiotic terms. “Indexed” with exciting. Or, for example, other things like youthfulness, success.
You won't find Coke advertising at state funerals or things that are not good for the brand. They want to be associated with certain things and have the emotions of those events encoded within them. We need to find the consumer's story of what the brand or product is associated with in the consumer's mind. Perception is all about how the mind works.
There is a distinction between what you sense automatically. And the perception how the mind works. You'll be working out how the mind works and what fragrance or flavor is driving within
the mind. Needs. This is a really big one. It all starts with the need. Or as Nick Hurst said. "Forget insights, figure out the Needs".
And Context, as I mentioned, with white bread category, white bread has been the same for years and years and years. But the culture and the context around bread changed. So did the product. So we have to realize. We've got internally with the individual their needs. We've got the individual history, their story. We've got the individual's perception and we've got the product. But we also got the society's context. The other side to this story.
So, again, this is complex. Humans are really complex things, but we can understand them if we remember those four things. Story, Perception, the Needs and society's Context.
You remember those. You'll do just fine.
The main focus for this course will be on Story, Perception, Needs & Context.
For example: “Story” is the language of the heart. “Perception” is how our mind works. Plus we have a society’s “Context” as well as our own “Needs”.