Perfumers Flash profile

Consumers. Flash Profile with consumers consisted of one session. All sessions were individual and lasted from 45 min to 1 h 30 min, which was shorter than perfumers Flash Profile sessions. Methodology was similar to the perfumers Flash Profile, except that for consumers all sessions were carried out individually in a partitioned sensory booth. 

Successful attempts to collect product descriptions from professional sensory experts have relied on Flash Profile approaches (Eladan et al. (2005) with perfumers, Lassoued et al. (2008) with bakers and milling professionals, Dairou et al. (2003) with car pilots), on Napping and Projective Mapping (Perrin et al. (2008) with wine professionals, Nestrud and Lawless (2008) with culinary professionals), or on Free Sorting (Souffiet et al. (2004) with textile experts, Ballester et al. (2008) with wine experts). Several other examples are presented throughout this book. 

Eladan, N., Gazano, G., BaUay, S. and Sieffermann, J.-M. (2005). Flash profile and fragrance research the world of perfume in the consumer s words. ESOMAR Fragrance Research Conference, 15-17 May 2005 New York, NY. 

Perfumers were familiar neither with sensory analysis nor with the Flash Profile procedure. They were therefore first given a brief outline of the methodology and procedure. They were then introduced to the 12 samples of perfumes simultaneously. Paper strips were provided for evaluation. 

The data were collected on Microsoft Excel spreadsheets. Generalized Procrustes analysis (GPA) (Gower, 1975) was applied to the data from Flash Profile to assess the consensus between perfumers sensory maps. 

All perfumers were very dedicated, and complied with the Flash Profile task. They were interested by this new approach and found it amusing even though they took it very seriously. They did not find the task too difficult, but were eager to get feedback regarding their positioning compared to the other experts. 

AU consumers were able to use the Flash Profile methodology. No consumer gave up the study despite the large number of products. They aU fiiUy understood the ranking procedure and managed to complete the task. This was also the case for perfumers even if they were not familiar with sensory analysis protocols, they completed the Flash Profile session even quicker than the consumers, probably because of their ability to smell several perfumes. It is also possible that perfumers recognized some perfumes. 

Using consumers with the Flash Profile methodology proved to be an effective way to understand specific consumer sensory perceptions (Ballay et al, 2004). It allowed us not only to correlate specific perfumers attributes with major consumers impressions, but also to identify consumers semantic attributes which still need to be investigated and fully understood. It also allowed us to reduce the time limit of the studies and therefore to be more reactive and operational. 

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). 

Projective Flash Profile methodology. AH consumer panels (France, China and United States) evaluated exactly the same products. Consumers were given no indication of the perfume brands and names. The sessions wCTe condncted on separate days and in locations that were specific to each country. The evaluation took place in a sensory booth according to detailed gnidelines. Participants were allowed to take breaks whenever they wished. 

Similar to what was observed with the previous Flash Profile consumer studies, aU consumers were able to use the Projective Flash Profile methodology. Moreover, no consumers had trouble finding and imagining mental images, emotions or associations with the different perfumes. This is a confirmation of the highly imaginative and very evocative potential of fragrances. 

The Projective Flash Profile gives us a means to better communicate with the consumer. The information we have about each perfume may be used to illustrate the perfumers and creative team efforts in order to create a profile sheet for each perfume. 

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