Is there a link between the emotional and sensory profiles of products? - Sensory Solutions

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Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com

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Is there a link between the

emotional and sensory profiles

of products?

Presented by Mark Ellis, General Manager

But what were you thinking about

when you were drinking?

So what were you thinking about?

Was it how it tasted? So the sensory elements?

What sensory research offers:

• More than just liking.

• Gives direction on how to improve.

• Tells you what attributes are driving appeal.

• Ultimately will allow you to develop the best

product.

• BUT it is very rationale!!

Sensory Research

Or how it made you feel? The emotional side?

Energised

Fulfilled

Disappointed

Contented

In order for someone to buy a product

(or go back for another coffee they have to):

Rational Irrational

But why do we say that?

1998 15%

Source: S&P

The power Branding and Engagement…

EMOTION IS A COMPETITIVE ADVANTAGE

Emotionally unique brands deliver 10% higher returns

to shareholders than competitors.

But why is it some important

to connect with customers?

“Over 85% of thought, emotions and

learning occur in the unconscious mind…our

reasoning strategies are defective”

Damasio

People don’t buy for logical

reasons……

They buy for emotional reasons.

Zig Ziglar – Master of Motivation

So why is sensory getting emotional?

An Example…

Now some real studies to demonstrate the link between Sensory and

Emotions

Case Study 1

Thank you to Smith’s for providing the product for the test.

Wholegrain Rice Cracker Plain Rice Cracker

The Products

Wholegrain Plain

Definitely wouldbuy

Probably wouldbuy

Might or mightnot buy

Probably wouldnot buy

Definitely wouldnot buy

n = 120

Wholegrain Plain

Product Appeal

= Sig Diff @ 95% cI

How they made them feel…

n = 120

Easygoing*

Sociable*

Uncomplicated

Comforting*

Traditional

Confident*

Trustworthy*

Energetic*

Adventurous*

Ordinary*

Youthful*

Sophisticated*

Luxurious*

Powerful*

Serious

Sensual

Pretentious

Arrogant

Aggressive

Wholegrain Plain

* = Sig Diff @ 95% cI

Wholemeal Rice Crackers

Plain Rice Crackers

Case Study 2

Product Optimisation

Emotional & Sensory Levers

Emotional Optimisation

Product vs Brand Emotional Synergy

The Outcomes…

Delighted

Passionate

Respected

Admired

Contented

Reassured

Fulfilled

Optimistic

Uneasy

Disappointed

Frustrated

Isolated

Helpless

Arrogant

Sensory Drivers of Liking

Emotional Drivers of Liking

Vanilla flavour strength

Smooth texture

Speed melts in the mouth

Icy texture

Watery flavour

Delighted

Passionate

Respected

Admired

Contented

Reassured

Fulfilled

Optimistic

Uneasy

Disappointed

Frustrated

Isolated

Helpless

Arrogant

Sensory Drivers of Emotions

Emotional Drivers of Liking

Vanilla flavour strength

Creamy flavour strength

Vanilla aroma strength

Aroma strength

Difficult to spoon

Firm to spoon

Icy texture

Watery flavour

� Aroma strength (overall & vanilla)

� Flavour strength (overall & vanilla)

� Creaminess

� Watery flavour

� Icy Texture

Sensory Driven Modifications

AdditionalEmotionally Driven

Modifications

� Colour intensity

� Sweetness

� Mouthcoating

Possible Modifications…

And that’s the End!!

For more information please contact

Mark on +61 2 9873 8965 or

m.ellis@sensorysol.com

And how does this make you feel?

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Gold Sponsor

Supported by

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Is there a link between the emotional and sensory profiles of products? - Sensory Solutions

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