Fragrance 2007

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2007 events

• Retail
• Asia Pacific
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• Luxury Brands
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• Congress 2007
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ESSENTIAL BRAND MEANING

Contributions of Synaesthesia to brand evaluation

Peter Cooper & Brooke Binder

Abstract

‘Synaesthesia’ is a neuro-psychological mechanism where sensations in one sense automatically create sensations in other senses and as a result rich emotions.  New research has shown that Synaesthesia has the potential to significantly impact on brand relationships, through the enhancement of emotion and cross-sensory experiences.

Our presentation discusses the latest developments in synaesthesic research and reveals the findings of our experimental study into the role of synaesthesia in consumer-brand relationships.  Examples are given showing how leading brands of fragrances not only stimulate the olfactory sense but visual, auditory, tactile, and taste sensations as well, with particular focus on what this means for the fragrance industry.

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Peter Cooper

CEO, CRAMQiQ, UK

Peter is CEO of CRAMQiQ International, which fuses together psycho-social measures into statistical surveys, using online technologies and qualitative research.

He holds honours as a Chartered Psychologist, Chartered Scientist, Fellow of the Market Research Society, Fellow of the Royal Society of Medicine, and has had studied and taught psychology at the Universities of Manchester, Paris, Oslo and London.

His special research interests are: synaesthesia, brand values, the senses, emotion and neuroscience. He has pioneered methods for opening up the secrets of consumer behaviour, contributed to the success of many global marketing campaigns.

Peter’s other abiding passions are good food, cinema, art, exploring new ideas, horseback riding, and Italy.

Brooke Binder

Associate Director, CRAMQiQ, UK

Brooke has been working in the market research industry for the last five years and has been employed both in agency and client organisations.  She has worked on a variety of international research projects throughout Europe, the USA, South America and Asia Pacific region, across a range of industries.  Brooke has been with CRAMQiQ since March 2006.

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