Creating Fragrance Concepts from First Principles: Identifying what Drives 'fit' of Concept Elements to end-uses
This paper deals with the fit of sets of fragrance elements (36 elements each) to 30 different end uses, varying from purely 'fine' to purely 'functional', by means of an integrated approach called a 'mega-study'. The method used was conjoint analysis, executed on the Internet, with 150-160 respondents in each of the 30 related studies. The data suggest that respondents can identify which particularly elements in a fragrance oriented concept fit a specific end use, and that the fit to the end use differs by the specific end use. Three segments emerge from the study, based upon the pattern of the responses, with one of the three segments exceptionally responsive to the fragrance descriptions. A second recurring segment emerged that disliked fragrance messaging. A third segment emerged that liked fragrances, but liked other aspects of the concept far more. The paper shows the nature of these segments, and the business opportunity to be gained by creating fragrance concepts that appeal to the segments, rather than to the general population.