ESSENTIAL BRAND MEANING
Using consumers to create COLLECTIVE GENIUS!
Barbara Busch and Barbara Preyssas
Abstract
Typical consumer research in fragrance testing is done too late and misses the most important parts of the puzzle: ‘what is unique about this brand and how could that be expressed through smell’? and ‘for this specific new product what sort of smell would YOU – the consumer- imagine’?
If marketers could know that up front, they would save a lot of time and money!
We believe that consumers can – and should – be involved in this creative phase of fragrance development.
Selecting normal consumers who can express their imagination and their sense of smell through vivid imagery:
- Gives deeper insights to the overall brand equity
- Contributes to a richer, more focussed fragrance brief for perfumers
- Assists all creatives to develop consumer-relevant “stories” via the senses (multi-sensoriality)
The result is more commercially successful launches – and wiser, long-term brand building that nurtures each product’s uniqueness.
Barbara Busch
Analysis Scent International, Switzerland
Barbara Busch, Chairman, founded ANALYSIS Scent International in 1984 after starting her market research career in the very typical German brewery business and creating her own research consulting firm concentrating on 'emotional' consumer goods like beer, soft drink companies (e.g. Coca Cola) and automobiles (e.g. BMW) . Barbara saw how important the olfactive aspect of product communication is – and how little the research industry paid it attention. Developing original methodologies, the business quickly grew from a local German success to its current international renown. Barbara has written many articles about fragrance research and presented at many seminars around the world. She was Montblanc Business Woman of the Year in 2001. Passionate not only about scent and the senses for consumer goods, Barbara and her husband have started small wineries in Italy and South Africa.
Barbara Preyssas
Analysis Scent International, Switzerland
Global Vice President with ANALYSIS since 2002. Australian by birth, French by adoption, Barbara has worked in Germany and France for 20 years. This includes 7 years in international marketing management of fine fragrances in Paris (Unilever and Puig groups), 3 years in a fragrance house (Takasago) and 10 years in fast-moving consumer goods (Unilever).
Responsibilities today for clients include:
- understanding a category from the consumer scent perspective
- expressing brand equity via scent
- helping to develop creative and unique fragrance briefs using consumer input along with marketing input
- qualitative profiling of submissions to understand why or why not they will be successful
- developing tailor-made quantitative questionnaires and supervising international quantitative studies for improved results interpretation
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