Fragrances are not just scents — they help shape our experiences, — influencing our emotions, and identities. As our Chief Research Officer, Greg Stucky and Senior Research Director, Dawn Cranga discussed at our recent event with President of CEC Research, Maryana Kaplan — they hold the power to transform the mundane into the extraordinary, and playing pivotal roles in our memories. From creating recognizability to triggering behaviors and physiological responses, fragrances fulfill diverse roles that go beyond the sense of smell.
Top 10 roles for a fragrance
- Recognizability:
Creates a unique signature, making products instantly identifiable. - Expectation Setting:
Sets the stage for what’s to come, aligning with the product’s promise. - Cueing Benefits or Values:
Signals cleanliness, luxury, freshness, or other product benefits. - Emotional Connections:
Evokes emotions, forging deep, personal connections. - Mood or Context Setting:
Transforms environments, setting a particular mood. - Sense of Self or Social ID:
Helps individuals express their identity and style. - Behavior Trigger:
Encourages behaviors such as relaxation, focus, or even appetite. - Physiological Change:
Influences physical responses, such as reducing stress or enhancing alertness. - Focus and Direction:
Sharpens concentration and improves cognitive performance. - Masking:
Effectively neutralizes unpleasant smells, enhancing overall experience.
From conventional to contextual fragrance testing
Traditional fragrance testing often focuses on how much people like a scent, using simple concept attribute descriptor-oriented scores. Reimagined fragrance testing, however, considers the context, implicit associations, and the actual impact on behavior to truly connect with the roles that the fragrance should fulfill.
Moments of use
Fragrances are not just about smelling good; they must fit the moment of use. Whether it’s the scent of a fine fragrance or a laundry detergent, the fragrance must align with the product’s role and the user’s expectations.
Understanding how the subconscious Implicit/Explicit works
Understanding the implicit connections delivered by a fragrance is crucial. It helps identify the exact percentage of the population that experiences the fragrance in a certain way, allowing for targeted marketing and a clear understanding of the financial outcomes.
The emotional impact of fragrances
Fragrances have a deep-seated value, capable of triggering a flood of emotions. They can make one feel nostalgic, sad, and happy all at once, highlighting the importance of emotional scores in fragrance research.
Unleash the power of scent
Reinventing fragrance testing is paving the way for a deeper understanding of scents and their impact on experiences. By focusing on moments of use, implicit associations, and behavioral outcomes, this innovative approach offers a comprehensive view of a fragrance’s role. It primes individuals with context, uncovers subconscious connections, and monitors real-life behaviors, ensuring that fragrances resonate with their intended purpose and evoke the emotions they aim to capture.
Watch a recent presentation
See the difference adding implicit questions into research can make.
