Is there a link between the emotional and sensory profiles of products? - Sensory Solutions

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Is there a link between the emotional and sensory profiles of products? - Sensory Solutions

  1. 1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
  2. 2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  3. 3. Maximising Opportunity, Minimising RiskIs there a link between theemotional and sensory profilesof products?Presented by Mark Ellis, General Manager
  4. 4. But what were you thinking aboutwhen you were drinking?
  5. 5. So what were you thinking about?
  6. 6. Was it how it tasted? So the sensory elements?
  7. 7. What sensory research offers:• More than just liking.• Gives direction on how to improve.• Tells you what attributes are driving appeal.• Ultimately will allow you to develop the bestproduct.• BUT it is very rationale!!Sensory Research
  8. 8. Orhow itmadeyoufeel? Theemotional side?HappyEnergisedFulfilledDisappointedContentedBored
  9. 9. In order for someone to buy a product(or go back for another coffee they have to):Rational Irrational
  10. 10. But why do we say that?
  11. 11. 198262%199815%Source: S&P
  12. 12. ThepowerBrandingand Engagement…vs
  13. 13. EMOTION IS A COMPETITIVE ADVANTAGEEmotionally unique brandsdeliver 10% higher returnsto shareholders thancompetitors.
  14. 14. But why is it some importantto connect with customers?
  15. 15. “Over 85% of thought, emotions andlearning occur in the unconscious mind…ourreasoning strategies are defective”Damasio
  16. 16. People don’t buy for logicalreasons……They buy for emotionalreasons.Zig Ziglar – Master of Motivation
  17. 17. So whyis sensory gettingemotional?
  18. 18. An Example…
  19. 19. Now some real studies todemonstrate the linkbetween Sensory andEmotions
  20. 20. Case Study 1
  21. 21. Thank you to Smith’s for providing the product for the test.Wholegrain Rice Cracker Plain Rice CrackerThe Products
  22. 22. 1 14812236354211483 690%100%Wholegrain PlainDefinitely wouldbuyProbably wouldbuyMight or mightnot buyProbably wouldnot buyDefinitely wouldnot buyn = 12075.667.50100Wholegrain PlainProduct Appeal= Sig Diff @ 95% cI
  23. 23. How they made them feel…n = 1200102030405060Easygoing*Sociable*UncomplicatedComforting*Fun*TraditionalConfident*Warm*Trustworthy*Energetic*Adventurous*Ordinary*Youthful*Sophisticated*Luxurious*Powerful*SeriousSensualTackyPretentiousArrogantAggressiveWholegrain Plain* = Sig Diff @ 95% cI
  24. 24. Wholemeal Rice CrackersPlain Rice Crackers
  25. 25. Case Study 2
  26. 26. ProductOptimisationEmotional &Sensory LeversEmotionalOptimisationProduct vs BrandEmotional SynergyThe Outcomes…
  27. 27. DelightedPassionateRespectedAdmiredProudHappyContentedReassuredFulfilledOptimisticUneasyDisappointedFrustratedDullIsolatedHelplessArrogantSensory Drivers ofLikingEmotional Driversof LikingVanilla flavour strengthSmooth textureSpeed melts in the mouthSweetIcy textureWatery flavour
  28. 28. DelightedPassionateRespectedAdmiredProudHappyContentedReassuredFulfilledOptimisticUneasyDisappointedFrustratedDullIsolatedHelplessArrogantSensory Drivers ofEmotionsEmotional Driversof LikingVanilla flavour strengthCreamy flavour strengthVanilla aroma strengthAroma strengthDifficult to spoonFirm to spoonIcy textureWatery flavour
  29. 29. Aroma strength (overall & vanilla)Flavour strength (overall & vanilla)CreaminessWatery flavourIcy TextureSensory DrivenModificationsAdditionalEmotionally DrivenModificationsColour intensitySweetnessMouthcoatingPossible Modifications…
  30. 30. And that’s the End!!
  31. 31. For more information please contactMark on +61 2 9873 8965 orm.ellis@sensorysol.comAnd how does this make you feel?
  32. 32. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.comThank you to our sponsor & partners!Gold SponsorSupported byOrganised by
  33. 33. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

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