iCode easily identifies better performing fragrance

Did you know that smart test can also empower sensory research?

Client’s challenge

Before releasing a new product, a haircare producer sought to investigate the subconscious perception of different fragrances. It was important to the company that the chosen fragrance evoked feelings of comfort and freshness, and they wanted their product to represent these attributes. Due to the pandemic, however, it was impossible to run lab tests.

Research

Because the labs were closed due to the pandemic, the haircare company decided to conduct an in-use survey, in which samples of hair products were shipped directly to the respondents. The responders were asked to rate the aromas with an iCode test right after washing their hair with the client’s product. This provided a rare evaluation in real-life circumstances. We selected the audience group, sent hair products to respondents, and then used iCode to measure their implicit reactions juxtaposed with declarative answers.

Results

declarations
Fragrance A
Fragrance B
  • both scents are perceived as refreshing and comforting
  • the release of each of the fragrances will achieve the intended goals
with iCode
Fragrance A
Fragrance B
  • implicitly Fragrance B was perceived as refreshing and comforting significantly more than Fragrance A
  • the second fragrance is recommended for release, as its perception is much closer to the impression envisioned by the company
With a little help of delivery services, we managed to test fragrances during the pandemic. Luckily, iCode is available on any device at all times. We established that the majority of people claimed hair product fragrance to be refreshing and comforting, even though they didn’t really feel this way. iCode revealed the truth – less than ten half of the respondents truly enjoy Fragrance A, while Fragrance B was quite well-received. We recommended the client to use Fragrance B, and they did benefit from this choice.
Tomasz Zając

Tomasz Zając

Consumer Neuroscience

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