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Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by
Maximising Opportunity, Minimising Risk
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?
Happy
Energised
Fulfilled
Disappointed
Contented
Bored
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?
1982
62%
1998 15%
Source: S&P
The power Branding and Engagement…
vs
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
1 14
8
12
23
63
54
2114
83 69
0%
100%
Wholegrain Plain
Definitely wouldbuy
Probably wouldbuy
Might or mightnot buy
Probably wouldnot buy
Definitely wouldnot buy
n = 120
75.6
67.5
0
100
Wholegrain Plain
Product Appeal
= Sig Diff @ 95% cI
How they made them feel…
n = 120
0
10
20
30
40
50
60
Easygoing*
Sociable*
Uncomplicated
Comforting*
Fun*
Traditional
Confident*
Warm*
Trustworthy*
Energetic*
Adventurous*
Ordinary*
Youthful*
Sophisticated*
Luxurious*
Powerful*
Serious
Sensual
Tacky
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
Proud
Happy
Contented
Reassured
Fulfilled
Optimistic
Uneasy
Disappointed
Frustrated
Dull
Isolated
Helpless
Arrogant
Sensory Drivers of Liking
Emotional Drivers of Liking
Vanilla flavour strength
Smooth texture
Speed melts in the mouth
Sweet
Icy texture
Watery flavour
Delighted
Passionate
Respected
Admired
Proud
Happy
Contented
Reassured
Fulfilled
Optimistic
Uneasy
Disappointed
Frustrated
Dull
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
And how does this make you feel?
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com
Thank you to our sponsor & partners!
Gold Sponsor
Supported by
Organised by
Insight Valley Asia 2013 | May 16 & 17 | Bangkok, Thailand | www.insightvalley.com