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How a VR 360° immersion in sniff test connect the consumer to the category for a better fragrance selection?

Join us at the Eurosense, 8th European Conference on Sensory and Consumer Research
2-5 September,  2018 | Verona, Italy to know more !

Strategir and Firmenich will present a poster : “Evoking/simulating context with 360° immersion is a good alternative to laboratory testing for personal and home care products”.

Contextual factors are key when experiencing personal and home care products, as they interact with the fragranced product and person-related factors in determining use, enjoyment, and emotional responses. This objective of study is to investigate whether evoking/simulating context with 360° immersion in central location tests could best help in the selection of preferred fragrances than central location tests performed without immersion.

A higher level of engagement with the 360° immersion resulted in a more precise description of the fragrances, more discrimination, and more consistency of the results. Respondents were more connected to the product category and choose more descriptive terms (fruity, light, etc.) and fewer generic terms (clean, fresh), which helped in more actionable results for improving fragrances. Finally, the 360° immersion also showed less of a halo effect regarding product benefits.

For further information, contact Isabelle Goisbault R&D director