This document summarizes a presentation given at Insight Valley Asia 2013 in Bangkok, Thailand. The presentation discusses the link between the emotional and sensory profiles of products and how maximizing emotional connections can provide companies a competitive advantage. Case studies are presented demonstrating how changes to the sensory properties of food products like rice crackers and ice cream can influence consumer emotions and drive consumer preference and purchase intent. The presentation argues that emotional considerations should be an important part of product design and optimization.

1. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

2. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
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3. Maximising Opportunity, Minimising Risk
Is there a link between the
emotional and sensory profiles
of products?
Presented by Mark Ellis, General Manager

5. But what were you thinking about
when you were drinking?

6. So what were you thinking about?

7. Was it how it tasted? So the sensory elements?

8. 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 best
product.
• BUT it is very rationale!!
Sensory Research

10. Orhow itmadeyoufeel? Theemotional side?
Happy
Energised
Fulfilled
Disappointed
Contented
Bored

11. In order for someone to buy a product
(or go back for another coffee they have to):
Rational Irrational

12. But why do we say that?

13. 1982
62%
1998
15%
Source: S&P

15. ThepowerBrandingand Engagement…
vs

16. EMOTION IS A COMPETITIVE ADVANTAGE
Emotionally unique brands
deliver 10% higher returns
to shareholders than
competitors.

17. But why is it some important
to connect with customers?

18. “Over 85% of thought, emotions and
learning occur in the unconscious mind…our
reasoning strategies are defective”
Damasio

20. People don’t buy for logical
reasons……
They buy for emotional
reasons.
Zig Ziglar – Master of Motivation

21. So whyis sensory gettingemotional?

22. An Example…

23. Now some real studies to
demonstrate the link
between Sensory and
Emotions

24. Case Study 1

25. Thank you to Smith’s for providing the product for the test.
Wholegrain Rice Cracker Plain Rice Cracker
The Products

26. 1 1
4
8
12
23
63
54
21
14
83 69
0%
100%
Wholegrain Plain
Definitely would
buy
Probably would
buy
Might or might
not buy
Probably would
not buy
Definitely would
not buy
n = 120
75.6
67.5
0
100
Wholegrain Plain
Product Appeal
= Sig Diff @ 95% cI

27. How they made them feel…
n = 120
0
10
20
30
40
50
60
Easygoing*
Sociable*
Uncomplicated
Comforting*
Fun*
Traditional
Confident*
Warm*
Trustworthy*
Energetic*
Adventurous*
Ordinary*
Youthful*
Sophisticated*
Luxurious*
Powerful*
Serious
Sensual
Tacky
Pretentious
Arrogant
Aggressive
Wholegrain Plain
* = Sig Diff @ 95% cI

28. Wholemeal Rice Crackers
Plain Rice Crackers

29. Case Study 2

31. Product
Optimisation
Emotional &
Sensory Levers
Emotional
Optimisation
Product vs Brand
Emotional Synergy
The Outcomes…

32. Delighted
Passionate
Respected
Admired
Proud
Happy
Contented
Reassured
Fulfilled
Optimistic
Uneasy
Disappointed
Frustrated
Dull
Isolated
Helpless
Arrogant
Sensory Drivers of
Liking
Emotional Drivers
of Liking
Vanilla flavour strength
Smooth texture
Speed melts in the mouth
Sweet
Icy texture
Watery flavour

33. Delighted
Passionate
Respected
Admired
Proud
Happy
Contented
Reassured
Fulfilled
Optimistic
Uneasy
Disappointed
Frustrated
Dull
Isolated
Helpless
Arrogant
Sensory Drivers of
Emotions
Emotional Drivers
of Liking
Vanilla flavour strength
Creamy flavour strength
Vanilla aroma strength
Aroma strength
Difficult to spoon
Firm to spoon
Icy texture
Watery flavour

34. Aroma strength (overall & vanilla)
Flavour strength (overall & vanilla)
Creaminess
Watery flavour
Icy Texture
Sensory Driven
Modifications
Additional
Emotionally Driven
Modifications
Colour intensity
Sweetness
Mouthcoating
Possible Modifications…

35. And that’s the End!!

37. For more information please contact
Mark on +61 2 9873 8965 or
m.ellis@sensorysol.com
And how does this make you feel?

38. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by

39. Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com