Symrise receives best presentation award for research with all senses
ESOMAR Qualitative 2011 Conference
At the ESOMAR Qualitative 2011 Conference in Vienna, Symrise introduced new approaches for exploring consumer preferences together with H,T,P, Concept. For this, it received the prize for best presentation. The paper examines the status quo of consumer research and suggests new approaches.
‘Inspiring the Senses’ was the motto of the presentation by Massimo Cealti, Symrise France, and Oliver Schieleit, md Berlin at H,T,P, Concept, as well as coauthor Gabriele Niemann, Symrise Germany.
At the ESOMAR Qualitative 2011 Conference in Vienna from 13-15 November 2011, they made a case for research with all senses. Their paper focused on two questions: how innovation in the sensory business can benefit from a new angle on research, and how future qualitative research can learn from sensory. The winner of the Best Presentation Award was chosen by the conference attendees.
In their presentation, the authors focused on the status quo of consumer research and uncovered new possibilities. For example, Cealti and Niemann posed the question as to whether conventional tests consider all aspects of a product’s possible success. These usually deliver information about the acceptance of a product’s flavour. But many other factors are involved when consumers makes purchases.
The case study on oral hygiene therefore encourages a rethinking of traditional research approaches and invites exploration of the senses in an interdisciplinary way and from multiple perspectives. For this, Symrise invited consumers of various cultural backgrounds to a workshop. Equipped with 50 scent samples, the consumer panel was asked to create their own toothpaste flavours. A flavorist working with them directly on site compiled the new flavours so that the consumers could try their creations immediately. And the results held some surprises. Some of the supposed favourites had disappointing results, while relatively inconspicuous flavours, such as lavender and lemon grass, showed unexpected charm.
The results definitely encourage the use of new methods in consumer research. The authors therefore concluded that in “researching with all senses” there is a new guiding principle and research concept, which will be a starting point for discussion.
Massimo Cealti, Symrise France, comments: “The sensory experience is multi-faceted and sometimes almost paradoxical. Cultural background, along with personal experiences and preferences, all play an important role. With the example of oral hygiene, we wanted to highlight new approaches and make consumer research more comprehensible for consumers. With our insights, we can create products that consumers easily and completely accept.”
Thomas Dressler, Symrise France, explains: “We are pleased that the attendees of the ESOMAR Qualitative 2011 Conference selected us for the Best Presentation Award. Our paper could convey just how important creatively intertwining various research and innovation methods is if we want to develop new and successful products. In Oliver Schieleit, ceo of H,T,P, Concept Berlin, we have found a competent partner for implementing this exciting project.”
