Inspiring the Senses How innovation in the sensory business can benefit from a new angle on research. And: how future qualitative research can learn from sensory! Massimo Cealti, Symrise, France
Sp
SPEARMINT
Sp
SPEARMINT
Pm
PEPPERMINT
Sp
SPEARMINT
Pm
PEPPERMINT
E
EUCALYPTUS
Sp
SPEARMINT
Pm
PEPPERMINT
E
EUCALYPTUS
Wi
WINTERGREEN
Why does the dental care industry insist on making mouth products that make all other things taste HORRIBLE?
III
h"p://cheeseblarg.blogspot.com Â
What if…?
?
III
h"p://cheeseblarg.blogspot.com Â
But then again…
Is that really what they want?
How to create Unique
Relevant
& Successful
Oral Care Flavours?
It smells just like…
…or rather like…
…or maybe it’s…
In fact, it smells like ISO 5492:2008!
How much do you like or dislike each sample? ++++ Like extremely +++
Like very much
++ + +/-‐
Like moderately Like slightly Neither like nor dislike
-‐
Dislike slightly
-‐-‐
Dislike moderately
-‐-‐-‐
Dislike very much
-‐-‐-‐-‐
Dislike extremely
#325 #659 #162 #789
Liking is essenUal.
But not sufficient.
The New Coke disaster.
The Crystal Pepsi disaster.
The sensory experience… …is more than isolated liking!
The sensory experience is simple and complex. is ad hoc and holisUc. is sensual and raUonal. is about body and soul. is biographical and a ma\er of Ume and space.
Cultural Analysis
Ethno-‐ graphy
5 Senses Workshop
Cultural Analysis
Cultural Analysis
funcUonality, naturalness, seriousness, familiarity
emoUons, experiences, fun, openness to the exoUc
Ethno-‐ graphy
Ethno-‐ graphy
nurturing, caring, procedures
violence, power, effects
Once we had done that
5 Senses Workshop
we let people experiment with all senses
5 Senses Workshop
to build their own oral care experience.
Not here!
5 Senses Workshop
But here.
5 Senses Workshop
5 Senses Workshop
Inspire their senses!
5 Senses Workshop Sa
Sm Pm
Fe
Oc
Ro
Ci
S
E
Lg
Gi
Jb
Ta
Rm
Be
Ch
Va
Th
Ba
El
Wi
Cl
La
Co Pa
Ap
Pl
Pe
Pc
Ki
Ly
Ma
Pf
G
Rb
Ca
Wa
Hm
Bl
Bb
Le
Or
Wt
Gt
Nu
Bc
Rf
Go
Ac
Gr
Li
Cr
Po
5 Senses Workshop
People discover a new sensorial language.
5 Senses Workshop
E
+
Ap
+
Be
+
Be
≠ E
+
Ap
5 Senses Workshop
but
5 Senses Workshop
Consumer Video
Go even further.
5 Senses Workshop
5 Senses Workshop
Let them try and evaluate their own creaUons!
5 Senses Workshop
5 Senses Workshop
BUT: You understand why!
5 Senses Workshop
Ca
Bergamot Cardamom
Be
Lg
L emongrass Lavender
La