THE CHALLENGE – Mane Fragrance & Flavour Manufacturers wished to look at emotional dimensions of cappuccino flavor twists, particularly linking flavour profiles with emotional insights in order to develop a portfolio of flavours.
THE METHODOLOGY – We went deeper than traditional research often goes. Much deeper in fact! We got inside consumers minds, into their subconscious, in order to match each flavour with assumed and newly discovered positioning needstates. We used our fascinating Synesthetic approach, combined with facial recognition coding technology. Interviews were self completion, using engaging projective techniques on iPads. Each respondents tasted up to 6 flavours (out of a range of 14, rotated) and then answered questions based around Smell, Taste, Vision, Sound and Touch to truly understand how each flavour twist “felt”. We also filmed the very first facial reactions to each flavour and analysed how that flavour initially made each respondent feel and were able to gauge its effect over time.
THE OUTCOME – We believed there was an opportunity to play on consumers emotions via the flavour twist (beyond branding, packaging, advertising etc.) and translate this into flavour formulation learnings. Flavours and tastes impact on all the senses and emotions, arousing images and motivations- by identifying these impacts we were able to recommend which flavours will enhance emotional consumer appeal and which would not.
Read the paper here!