Discover: Deodorants

MMR was commissioned to support our client’s hero deodorant brand by developing improved understanding of the hedonics of fragrance preference globally (by referencing UK, USA and Brazil).


We used a multi-stage research design with initial central location sniff tests on 18 products, supported by expert sensory profiling of the samples to provide initial key learnings. This was followed by monadic home usage testing of four fragrances per market. Statistical linking of sensory profiles to consumer liking scores was used to provide clear optimization guidelines.


We obtained a comprehensive understanding of the effect of each sensory characteristic on overall opinion - as well as their strength of association with each product. This meant we were able to segment consumers and understand the drivers of liking in detail. Outputs were also used to identify those products in each market that should be taken forward to in-home usage test validation

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