Presentation MASSIMO CEALTI - Febelmar
Presentation MASSIMO CEALTI - Febelmar
Presentation MASSIMO CEALTI - Febelmar
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Inspiring the Senses<br />
How innovation in the sensory business<br />
can benefit from a new angle on<br />
research. And: how future qualitative<br />
research can learn from sensory!<br />
Massimo Cealti, Symrise, France
Sp<br />
SPEARMINT
Sp<br />
Pm<br />
SPEARMINT<br />
PEPPERMINT
Sp<br />
Pm<br />
SPEARMINT<br />
PEPPERMINT<br />
E<br />
EUCALYPTUS
Sp<br />
Pm<br />
SPEARMINT<br />
PEPPERMINT<br />
E<br />
EUCALYPTUS<br />
Wi<br />
WINTERGREEN
h"p://cheeseblarg.blogspot.com<br />
Why does the dental care<br />
industry insist on making<br />
mouth products that make all<br />
other things taste HORRIBLE?<br />
III
What if…?
h"p://cheeseblarg.blogspot.com<br />
?<br />
III
But then again…<br />
Is that really what they want?
How to create<br />
Unique<br />
&<br />
Successful<br />
Relevant<br />
Oral Care Flavours?
It smells just like…<br />
…or maybe it’s…<br />
…or rather like…
In fact, it smells like<br />
ISO 5492:2008!
How much do you like or dislike each sample?<br />
++++<br />
+++<br />
++<br />
+<br />
+/-‐<br />
-‐<br />
-‐-‐<br />
-‐-‐-‐<br />
-‐-‐-‐-‐<br />
Like extremely<br />
Like very much<br />
Like moderately<br />
Like slightly<br />
Neither like nor dislike<br />
Dislike slightly<br />
Dislike moderately<br />
Dislike very much<br />
Dislike extremely<br />
#325 #659 #162 #789
Liking is essenUal.
But not sufficient.
The New Coke disaster.
The Crystal Pepsi disaster.
The sensory<br />
experience…<br />
…is more than<br />
isolated liking!
The sensory experience<br />
is simple and complex.<br />
is ad hoc and holisUc.<br />
is sensual and raUonal.<br />
is about body and soul.<br />
is biographical and a ma\er of Ume and space.
Cultural<br />
Analysis<br />
5 Senses<br />
Workshop<br />
Ethno-‐<br />
graphy
Cultural<br />
Analysis
funcUonality,<br />
naturalness,<br />
seriousness,<br />
familiarity<br />
Cultural<br />
Analysis<br />
emoUons,<br />
experiences,<br />
fun,<br />
openness to the exoUc
Ethno-‐<br />
graphy
nurturing,<br />
caring,<br />
procedures<br />
violence,<br />
power,<br />
effects<br />
Ethno-‐<br />
graphy
Once we had done that
we let people experiment<br />
with all senses<br />
5 Senses<br />
Workshop
to build their<br />
own oral care experience.<br />
5 Senses<br />
Workshop
Not here!<br />
5 Senses<br />
Workshop
But here.<br />
5 Senses<br />
Workshop
Inspire their senses!<br />
5 Senses<br />
Workshop
Sm<br />
Pm<br />
S<br />
Ta<br />
Th<br />
La<br />
Fe<br />
E<br />
Rm<br />
Ba<br />
Co<br />
Pa<br />
Ap Pl Pe Pc Ki Ly Ma Pf<br />
Wa Hm Bl Bb Le Or<br />
Oc Ro<br />
Lg Gi<br />
Be Ch<br />
El Wi<br />
G Rb<br />
Wt Gt<br />
Bc Rf Go Ac Gr Li Cr Po<br />
5 Senses<br />
Workshop<br />
Sa<br />
Ci<br />
Jb<br />
Va<br />
Cl<br />
Ca<br />
Nu
People discover<br />
a new sensorial language.<br />
5 Senses<br />
Workshop
E + Ap + Be<br />
≠<br />
E + Ap +<br />
Be<br />
5 Senses<br />
Workshop
ut<br />
5 Senses<br />
Workshop
Consumer Video<br />
5 Senses<br />
Workshop
Go even further.<br />
5 Senses<br />
Workshop
Let them try and<br />
evaluate their<br />
own creaUons!<br />
5 Senses<br />
Workshop
5 Senses<br />
Workshop
BUT:<br />
You understand why!<br />
5 Senses<br />
Workshop
B<br />
Cardamom<br />
ergamot<br />
Be<br />
Ca<br />
L Lavender<br />
Lg<br />
emongrass<br />
La<br />
5 Senses<br />
Workshop
Change language