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
5.0 & 5.1 Create and Moderate a Sensory Marketing Focus Group
5.0 & 5.1 Create and Moderate a Sensory Marketing Focus Group
Create and moderate a sensory marketing focus group. I teach you how to recruit, to run, analyze and present actionable results from your own
sensory marketing research group, using the technique, you discover the key
characteristics of a product through people's emotions and put them into language that is
easily understood. Not organoleptic or R&D speak.
Consumers test products either complete or in development stage, and their reactions will
allow you to discover the emotions that are being driven by certain tastes. Mouth feels or fragrance aromas. In this method, we don't ask of a product how it makes them feel. This is too unsubtle and wouldn't go behind the defenses of the mind. We instead found out what the aroma. And taste characteristics are what the emotional rewards are for its consumption or use.
If you follow this procedure, you'll be able to deliver work to high standards?
This means that your recommendations will, if properly developed almost certain, ensure a
product of superior taste or aroma to your competitors. An overview of the process in the first stage of the work, you will collect all the language, moods, tastes and aromas associated with the product or their competition.
You will use all the material that you collect in the first stage to research and review the product that you or your client is developing, designing, improving or criticizing
one word about using competitive products. It's important to have a small, limited number of the whole competitive set. Let me first deal with the competitive set. If you evaluate a food or perfume on its own without any competitors. It's extremely difficult to see where its strengths and weaknesses lie. This is a little bit like seeing a boat out at sea and being asked to judge how far it is from you. It's extremely difficult and you need other yardsticks to give you a guide as
to both distance and size. Therefore, you need, even if it's not done as thoroughly as possible because the budget will not allow it. The consumers view of at least one other competing food, drink or
perfume preferably two.
sensory marketing research group, using the technique, you discover the key
characteristics of a product through people's emotions and put them into language that is
easily understood. Not organoleptic or R&D speak.
Consumers test products either complete or in development stage, and their reactions will
allow you to discover the emotions that are being driven by certain tastes. Mouth feels or fragrance aromas. In this method, we don't ask of a product how it makes them feel. This is too unsubtle and wouldn't go behind the defenses of the mind. We instead found out what the aroma. And taste characteristics are what the emotional rewards are for its consumption or use.
If you follow this procedure, you'll be able to deliver work to high standards?
This means that your recommendations will, if properly developed almost certain, ensure a
product of superior taste or aroma to your competitors. An overview of the process in the first stage of the work, you will collect all the language, moods, tastes and aromas associated with the product or their competition.
You will use all the material that you collect in the first stage to research and review the product that you or your client is developing, designing, improving or criticizing
one word about using competitive products. It's important to have a small, limited number of the whole competitive set. Let me first deal with the competitive set. If you evaluate a food or perfume on its own without any competitors. It's extremely difficult to see where its strengths and weaknesses lie. This is a little bit like seeing a boat out at sea and being asked to judge how far it is from you. It's extremely difficult and you need other yardsticks to give you a guide as
to both distance and size. Therefore, you need, even if it's not done as thoroughly as possible because the budget will not allow it. The consumers view of at least one other competing food, drink or
perfume preferably two.
You will be able to recruit, run, analyse and present actionable results from your own sensory marketing research focus group. Using the technique you will discover the key characteristics of a product through people’s emotions and put them into a language that’s easily understood—not organoleptic or R&D speak.