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
5.7 Finding a Product’s Mood or Personality
Finding a product's mood. Introducing the mood circle used for finding the personality of a product and its power
to shift or maintain moods.
This is a very useful tool indeed, and we'll help you evaluate fragrances, foods and drinks. It's a very useful diagnostic, though at first you will not be able to interpret
it. But as time goes by, you find that you begin to understand what it's telling you. Essentially, the words on the right hand semicircle represent more extrovert emotional
responses and those on the left, more introvert ones. However, human beings, the way they are, they like a mixture of emotions in order to
maintain interest. This means that the product needs to score between the words from the bottom right quadrant in order that it's approachable, easy to deal with.
And will form part of everyday life. The top right hand cortile denotes attractiveness, and unless products score there, the experience will not be sufficiently interesting or involving and people will simply tend to be bored with it. The bottom left cortile denotes introspective issues. And here, good schools suggest that the product is trusted, will be used extensively and embraced as part of people's life. The final top left cortile can be interesting, but is very difficult to read.
Essentially, high scores there usually mean the person is confused, objected to or
rejects the product.
to shift or maintain moods.
This is a very useful tool indeed, and we'll help you evaluate fragrances, foods and drinks. It's a very useful diagnostic, though at first you will not be able to interpret
it. But as time goes by, you find that you begin to understand what it's telling you. Essentially, the words on the right hand semicircle represent more extrovert emotional
responses and those on the left, more introvert ones. However, human beings, the way they are, they like a mixture of emotions in order to
maintain interest. This means that the product needs to score between the words from the bottom right quadrant in order that it's approachable, easy to deal with.
And will form part of everyday life. The top right hand cortile denotes attractiveness, and unless products score there, the experience will not be sufficiently interesting or involving and people will simply tend to be bored with it. The bottom left cortile denotes introspective issues. And here, good schools suggest that the product is trusted, will be used extensively and embraced as part of people's life. The final top left cortile can be interesting, but is very difficult to read.
Essentially, high scores there usually mean the person is confused, objected to or
rejects the product.
In this lesson you will be introduced to the diagnostic tool for finding the Personality of a product and its power to shift or maintain mood.
Resources
Eysenck Personality Wheel / Mood Circle PDF (Blank for you to use in groups – Print x2 per group. One you use for scoring on & the other to show respondents)
Listen to the Mood Circle being used in a Focus Group 1 and Focus Group 2