An extension to Flash Profile of fragrances with consumers beyond sensory description

3 An extension to Flash Profile of fragrances with consumers beyond sensory description 

As shown in the first study presented above, it is possible to obtain relevant descriptive information from consumers using Hash Profile. Our results, however, have shown that consumers tend to naturally use evocations or mental associations, or even specific usage, to describe fragrances. One step to further describing fragrances with consumers would thus be to be able to measure these evocations which are elicited by the smell of fragrances. 

Moreover, previous studies have shown that consumers are quite capable of using imagery to consciously express their fragrance experience (Ingersoll, 1997 Ingersoll and Winter, 2003). 

Consequently, critiquing the subliminal may be quite challenging and require some fresh and innovative thinking. Typically, more indirect approaches using for instance free associations, symbols, metaphors and imagery would seem more pertinent. 

We thus decided to extend the Flash Profile method to the measurement of emotions, mental images and lifestyles associated with the smell of fragrances. Our goal was to tap into this imagery process on the motive side of the consumer in a manner that is meaningful to both the perfumer and marketing researchers (Ballay et al., 2006). 

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