ESSENTIAL BRAND MEANING
Likeability - liking is not enough
Nathalie Yvert-Blanchet & Agnes Fournier
Abstract
Likeability has been used and measured for ages in market research, particularly in the fragrance industry because the main fragrance’s function is to be pleasant, before all other technical function.
The aim of this presentation will be to paint a picture of likeability, its strengths and some of its weaknesses.
We will review some physiologic points, as well as statistic ones but most of all some human factors that can’t be dissociated from likeability.
We will suggest a methodology that helps us stand back from pure likeability, and allow us to use with success this great tool.
Nathalie Yvert-Blanchet
V. MANE Fils, France
Nathalie Yvert-Blanchet has been working in the fragrance industry for 9 years.
Nathalie has always worked on fragrances. She firstly served at Bush Boake Allen Ltd as Sensory Analyst before joining Mane as Sensory Analysis and Market Research manager for the Consumer Goods department, gathering household and personal care products.
Her position is contributing to a better understanding of the market expectations and to a more focussed products’ development. She also guarantees the quality of results presented to MANE’ customers.
Nathalie has a scientist degree in food industry.
Agnes Fournier
V. MANE Fils, France
Agnès Fournier has been working for MANE for the last 8 years as Sensory Analysis and Market Research manager, creating the sensory department in 1999. She has been focussed on Fine Fragrances since 2002, her role consists in answering sales needs but most of all building internal proactive tools and databases to anticipate consumer and customers needs.
Agnès presented some tools to analyse open-ended questions in consumer tests at an ADRIANT conference in 2005.
She has previous experiments in food industry, mainly in soft drinks and alcoholic beverages at Pernod Ricard. She has a scientist degree in food industry
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