at Market Research in the Mobile World Europe 23 - 26 September 2014, Belin, Germany This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://www.mrmw.net

1. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW

2. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

3. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

4. Collecting Consumer Feedback On Fragrances Via The iPerfumer Apps
Market Research In The Mobile World Congress – Berlin, September 2014

5. 2
Connecting with and Understanding the Digital Consumer
The Rise of the Mobile Consumer (Dec 2012)
Source : http://visual.ly/how-mobile-revolution-changing-retail

6. 3
The Connected, Social World Provides a
Unique Market Research Opportunity
The Connected, Social World Provides a
Unique Market Research Opportunity
1
Billion +
FACEBOOK USERS
6billion
DEVICES CONNECTED
TO THE INTERNET
500
million
AVERAGE TWEETS
PER DAY
Connecting with and Understanding the Digital Consumer
Technology Trends (2014)

7. 4
Connecting with and Understanding the Digital Consumer
Givaudan Digital Strategy
DIGITAL
ADVANTAGES
FOR
GIVAUDAN
LARGE scale
data
collection
Observing
consumers in
REAL LIFE
Context
HOLISTIC
approach
Deep
INTIMACY
with a large
number of
people
CONSTENT
consumer
reactions
INDIRECT
ways to
collect
accurate data

8. 5
Collect & Analyze
Connecting with and Understanding the Digital Consumer
Givaudan Digital Road Map
Listen & Learn
Through our proprietary social media
mining, our developers can
incorporate near-time consumer
sentiment and taste preferences in
fragrance development.
Social Mining & Analytics
Our portfolio of award-winning
applications helps to educate
consumers on the fragrance category.
The apps also provides real time
global data on consumer behavior
and preference.
Apps & Devices
Engage & Connect
Dialog with broad communities
of fragrance & CP users from a
large number of countries in real
time to gain and validate ideas
Social Media, Blogs &
Communites
A Unique Set Of Platforms Supporting Fragrance Creation

9. 6
Engage & Connect Through Proprietary Communites
Digital Consumer Testing Platform:
First Private Consumer communities dedicated to
fragrance development in personal & home care allows
for immediate guidance and new insights on projects.
Forward Thinking Social Influence Tool:
Answers on our "big" questions
Explore new fragrances in usage at home
Gain proactive knowledge on olfactive preferences and
unmet needs
Unique story telling with real consumers reactions
(videos)

10. 7
What Happen If A Candle Sent Is Not Strong Enough?

11. 8
Collect & Analyze
Connecting with and Understanding the Digital Consumer
Givaudan Digital Road Map
Listen & Learn
Through our proprietary social media
mining, our developers can
incorporate near-time consumer
sentiment and taste preferences in
fragrance development.
Social Mining & Analytics
Our portfolio of award-winning
applications helps to educate
consumers on the fragrance category.
The apps also provides real time
global data on consumer behavior
and preference.
Apps & Devices
Engage & Connect
Dialog with broad communities
of fragrance & CP users from a
large number of countries in real
time to gain and validate ideas
Social Media, Blogs &
Communites
A Unique Set Of Platforms Supporting Fragrance Creation

12. 9
Collect & Analyze Consumer Insights Through Apps & Devices
Potential Consumer Needs
Building A Givaudan Apps: Identifying The Job To be Done
 What does a consumer’s journey
look like?: usage of Home
Fragrances?
 What should it do?
 Who would use it?
 For which purpose?
 Who can build it for us?

13. 10
Collect & Analyze Consumer Insights Through Apps & Devices
Potential Consumer Needs
The Consumer:
Heavy Users who represent small percent of
the population but spend a lot on fragrances
Need independence, uniqueness and
participation in decision purchase process
The Market:
Fragmented
category with
many launches
and seasonal
portfolio
The Solution:
Create a platform
specifically for heavy
users to find products
that best match their
fragrance preferences
and introduce them to
additional formats of
their favorite products

14. 11
OBJECTIVES
 Explore, Find and Shop for specific products (fine fragrances and air fresheners)
 Grow the category improving consumers’ education and shopping experience
 Gaining meaningful insights for fragrance development
IMPLEMENTATION
 Selection of a Supplier with strong fragrance business knowledge
 Connection with our in home Market Insights Tools
 Different iterations of prototypes tested with consumers
Collect & Analyze Consumer Insights Through Apps & Devices
iPerfumer Apps Objectives & Implementation
Select the fragrance that best fits your profile

15. 12
iPerfumer Implementation
Connected To FragranceLand
 Exhaustive vision of market products & fragrances
(more than 120,000 products registered worldwild)
 18 product segments from most countries globally
 For each product: market & olfactory information

16. 13
iPerfumer Implementation
Prototyping
 “If I told you that we can develop an app to help your buying process of perfumes /
Home Fragrances, what would you expect it to do?”
 “How would this help you with selecting fragrances? For which purpose?”
 “What challenges are you facing when buying perfumes today?”
Fall 2013
VERSION 1.0 - 2010 VERSION 2.0 - 2012

17. 14
Collect & Analyze Consumer Insights Through Apps & Devices
iPerfumer HF: Expected Benefits To Our Industry
Awareness:
Raising awareness of the Home Fragrance category at the point of sale, providing fragrance education
to consumers, making a hero of the heavy user and turning them into an long term advocate
Helping to solve the paradox of choice:
Promoting discovery of the Home Fragrance category through a smart recommendation engine
Enhancing the shopping experience:
Help to drive consumer purchasing through location-based services
Design fragrances that maximize consumers’ satisfaction:
Consumer Understanding of preferred products can drive better fragrance design and Inspire future
fragrance creation

18. 15
Collect & Analyze Consumer Insights Through Apps & Devices
Introducing The iPerfumer HF app

19. 16
How It Works
iPerfumer HF: The Consumer User Journey

20. 17
Male
Female
The Fine Fragrance Community (Global but Japan)
69
TOTAL VOTES
226TOTAL VOTES
AGE DISTRIBUTION
FRAGRANCES
(GLOBAL)
5,000+
270,000+
RATINGS
USERS
120,000+
The Home Fragrance Community (US, UK, Fr, Sp)
…we are just starting!!
GENDER
226
USERS
800+
842
LIKES
AGE DISTRIBUTION
PRODUCTS
(US ONLY)
993
69
TOTAL VOTES
226TOTAL VOTES
Under 18
18-24
25-34
35-44
45+
0 20 40 60 80 100 120 140 160
Male
Female
GENDER
Exploring The Insights
The iPerfumer Community

21. 18
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61% 14%
11%
Floral
Oriental
Chypre
Woody
Citrus8%6%
70%
6,619 2,56730%
FEMALE MALE
RATINGS
ON 1131 UNIQUE
FRAGRANCES
USERS
MAJORITY
BETWEEN 25-34
D&G Light Blue
Angel
Flower by Kenzo
Chance
212 Sexy
male
1 Million
212 for Men
Acqua di Gio
L’Eau D’Issey
Armani Code
Top rated
female
Exploring The Insights
iPerfumer Example Scorecard

22. 19
Exploring The Insights
Top Rated Variants Overall: January 2014

23. 20
Exploring The Insights
Top Rated Candles: January 2014
NUMBEROFLIKES

24. 21
Exploring The Insights
Top Rated Candles : Bath & Body Works Fresh Balsam
Glade Clear Springs
Airwick White Berries & Cool Silk
Airwick Apple & Sheer Cinnamon
Airwick Vanilla & Soft Velvet
BBW Peach Bellini
RELATED PRODUCTS
The invigorating aroma of evergreen
woods on a clear, fall morning
features crisp eucalyptus, fir needles
and cedarwood musk notes. Made
using the highest concentration of
fragrance oils and an exclusive blend,
it radiates enough fragrance to fill an
entire room.
SCENT DESCRIPTION
Along with getting an overview of the top trending products, you can get a detail view of any product that is in the database,
including related products (which can be used to look for olfactory clustering)
DEEP DIVE

25. 22
Exploring The Insights
Trending Home Fragrance Data Example – Heat Map
Product Related 1 Related 2 Related 3
BBW Pumpkin
Cupcake Candle
Airwick Lavender &
Chamomile Aerosol
BBW Lavender Vanilla
Candle
Yankee Candle Apple Chai
Glade Cozy Welcome Candle
Glade Refreshing Walk
Candle
Glade Something Sweet
Candle
Glade Jasmine Petals Candle
Glade Refreshing Walk Candle
Glade Cozy Welcome
Candle
Glade Something Sweet
Candle
Glade Jasmine Petals Candle
Yankee Candle Apple Chai
Yankee Candle Sugared
Apple
Yankee Candle Man Town Yankee Candle First Down
Colonial Candle Maple
Butterscotch
BBW Lavender Vanilla Yankee Candle Pinecone Yankee Candle Apple Chai
Colonial Candle Clementine
Cupcake
Colonial Candle Rainbow
Row
Colonial Candle Water Lily
Colonial Candle Leward
Lagoon
Colonial Candle Sparkling
Snowflake
Yankee Candle Sugared
Apple
Yankee Candle Apple Chai Yankee Candle 2x4
Airwick Vanilla & Soft Velvet
Candle
BBW Eucalyptus Mint
Candle
Glade Clear Springs Aerosol
Glade Fabric & Air – Clear
Springs
BBW Fresh Bamboo
Colonial Candle Vanilla
Lavender
Yankee Candle Mountain
Lodge
BBW Island Nectar Candle
Yankee Candle Caramel
Pecan Pie
Yankee Candle Sugared
Apple
Yankee Candle Apple Chai Yankee Candle Man Town
Heat map allows to
identify if the users of
a given variant tend to
rate significantly
higher another variant,
giving cues on how to
attract these
consumers, e.g. using
a “lavender” inspired
concept to try and
appeal BBW Pumpkin
Cupcake candle
* Based on top 10 in the last two months

26. 23
Feedbacks On The Tool
 iPerfumer recognized as breakthrough
thechnology in the « information
technology category » at 2012 FiFi Awards

27. 24
Feedbacks On The Tool

28. 25
Conclusion
What’s Next?
 Generate new insights to inspire future
fragrance development
• Ability to identify & target specific segments of
consumers
• Guide new product, concept & innovation
 Further educate consumers on the home
fragrance market through the development of
an internet iPerfumer internet site
(http://www.iperfumer.com/)
 Feedbacks for evolutions

29. 26
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30. Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

31. Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

32. September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW