December 06, 2011 • Prize for best presentation on consumer research
• Multi-perspective approach
• Cooperation with H,T,P, Concept

At the ESOMAR Qualitative 2011 Conference in Vienna, Symrise introduced new approaches for exploring consumer preferences together with H,T,P, Concept. For this, they received the prize for best presentation. The paper examines the status quo of consumer research and suggests new approaches.

'Inspiring the Senses' was the motto of the presentation by Massimo Cealti, Symrise France, and Oliver Schieleit, Managing Director Berlin at H,T,P, Concept, as well as co-author Gabriele Niemann, Symrise Germany. At the ESOMAR Qualitative 2011 Conference in Vienna from November 13-15, 2011, they made a case for research with all senses. Their paper focused on two questions: How innovation in the sensory business can benefit from a new angle on research. And: How future qualitative research can learn from sensory? The winner of the Best Presentation Award was chosen by the conference attendees.

In their presentation, the authors focused on the status quo of consumer research and uncovered new possibilities. For example, Cealti and Niemann posed the question as to whether conventional tests consider all aspects of a product's possible success. These usually deliver information about the acceptance of a product's flavor. But many other factors are involved when consumers makes purchases.

The case study on oral hygiene therefore encourages a rethinking of traditional research approaches and invites to explore the senses in an interdisciplinary way and from multiple perspectives. For this, Symrise invited consumers of various cultural backgrounds to a workshop. Equipped with 50 scent samples, the consumer panel was asked to create their own toothpaste flavors. A flavorist working with them directly on site compiled the new flavors so that the consumers could try their creations immediately. And the results held some surprises. Some of the supposed favorites had disappointing results while relatively inconspicuous flavors, such as lavender and lemon grass, showed unexpected charm. The results definitely encourage the use of new methods in consumer research. The authors therefore concluded that in "researching with all senses" there is a new guiding principle and research concept, which will be a starting point for discussion.

Massimo Cealti, Symrise France, comments: "The sensory experience is multi-faceted and sometimes almost paradoxical. Cultural background, along with personal experiences and preferences, all play an important role. With the example of oral hygiene, we wanted to highlight new approaches and make consumer research more comprehensible for consumers. With our insights, we can create products that consumers easily and completely accept."

Thomas Dressler, Symrise France, explains: "We are pleased that the attendees of the ESOMAR Qualitative 2011 Conference selected us for the Best Presentation Award. Our paper could convey just how important creatively intertwining various research and innovation methods is if we want to develop new and successful products. In Oliver Schieleit, CEO of H,T,P, Concept Berlin, we have found a competent partner for implementing this exciting project."


About ESOMAR and the Qualitative Conference
The European Society for Opinion and Market Research (ESOMAR) is the world association for market, social and opinion researchers. Founded in 1948, ESOMAR began as a regional association within Europe. Currently, with more than 5000 individual members in over 120 countries, ESOMAR's global membership brings together professionals in market and opinion research, marketing, advertising, business, public affairs and media from across the world.
ESOMAR runs a number of thematic and regional conferences throughout the year. ESOMAR conferences gather international experts to share innovative and thought provoking content in specific areas of research at a global and regional level.

The Qualitative 2011 'Embrace, Inspire and Celebrate' focused on the successful integration of new and inspirational approaches to existing qualitative design and is a celebration of the positive contribution this evolving and innovative discipline makes to business and society.


About H,T,P, Concept
For over 25 years the slogan "people understanding around the globe" has translated into success for the clients of H,T,P Concept. Today, H,T,P, Concept is one of the largest independent qualitative research agencies in Europe. 100 smart people working in a multi-disciplinary and international team research brands and markets across Europe, North and Latin America, the Middle East, Africa, Asia and the Pacific.


Press Contact:
Bernhard Kott
Tel.: +49 (0)5531 90-1721
Email: bernhard.kott@symrise.com

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