Research was needed to provide an understanding of how to communicate these new fragrance technologies to consumers, and to gain a deeper understanding of consumer comprehension of how fragrance works.
We implemented online bulletin board focus groups spanning five nights with an engaged group of ‘fragrance junkies’ in UK and Brazil. The fragrance technology stimulus shown evolved over the course of the discussion in response to the feedback given by consumers.
The concepts that had performed best in each market were identified and refined over the course of the discussion. A greater understanding of how consumers respond to fragrance technology was obtained