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Back to resultsFragrance 2.0
Research Papers
Fragrance 2.0
Trends and key insights generated from the social web
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ESOMAR Excellence Award Nominee - Best Paper 2008/2009 With the advent of the social web (also known as web 2.0) as a new way of communicating ideas, market researchers are faced with a new social space that requires relevant methods to apprehend its segments, analyse opinions and identify trends. As the social web becomes increasingly prominent, the question of its social structure and, consequently, of its segments, has become of the utmost importance. This presentation addresses three issues with respect to the social web as a research field: What is the interest of this field compared to other fields? How is the social web structured and how can it be segmented? How should opinions be analysed?
Author(s): Anthony Hamelle, Lauranie Nonotte, Julien Lévy
Date of publication: 26.06.09
ISBN: 92-831-0235-5
Order Code: S338
Number of pages: 11
Themes: Fragrance Industry
Conference collection: Fragrance 2009
All papers from Fragrance 2009:
- Chemistry of seduction
A journey in women’s erotic perceptions and wordings - Developing fragrances for developing markets
Strategy and case studies - Scent as rich communicator for brand identity
Case studies and sensory workshop - Fragrance innovation
Understanding consumers perception of fragrances - There is no retail like travel retail
“Retailtaiment” in Fragrance - The fragrance cocktail
A cross-cultural multi brand study - Fragrance 2.0
Trends and key insights generated from the social web - Putting fragrance in perspective
The case of the hotels - Magical mystery tour
Fragrance from pheromones to Alzheimer - The sweet smell of success
Optimizing brand building development
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