Consumer insight — from dispersed voice to product decision

Unify opinions and multi-source verbatims around each reference to shed light on innovation, positioning and creative decisions in Fine Fragrances.

Context

In fine perfumery, consumer perception is a major strategic signal: it feeds briefs, olfactory choices, storytelling and competitive comparison. At Givaudan, the Fine Fragrances and Consumer Insight teams rely on a multitude of opinions and verbatim reports, often heterogeneous depending on the channels and markets.

The challenge is not only to “collect more”: it is to make this qualitative raw material usable on a portfolio scale, with a reliable reading by reference and traceable for the professional workshops.

Challenge

The exploitation remained fragmented: each source was consulted separately, which lengthened the analysis cycles and limited comparability between references or olfactory families.

Without a consolidated view, it was difficult to quickly bring out dominant perceptual themes, recurring irritants or opportunities for differentiation - all of which are nevertheless decisive elements upstream of creation and reformulation.

Approach

Implementation of a consumer insight system centered on the product reference: aggregation of opinions and verbatims from several origins in a single, queryable structure.
Direct access to verbatims associated with a given reference, with connection to the source to maintain the credibility of workshop discussions (marketing, creation, consumer insight).
Structured cross-referencing with product attributes on the formulation side, in order to link what the consumer says to the characteristics of the perfume — without being limited to an isolated descriptive reading.
Exploration capabilities to compare references, isolate weak signals and prepare decision-oriented summaries rather than simple compilations of citations.

Outcomes

Acceleration of the transition from raw data to strategic reading: teams gain quicker access to a structured vision of perception by reference, where work was previously manual and dispersed.
Better readability of tensions and consumer expectations (holding, sillage, emotion, occasion of use, perceived value for money) to fuel creative and commercial decisions.
Strengthening collaboration between consumer insight, creation and marketing around a common base of sourced verbatims — each statement can be linked to its origin.
Industrialization of a reproducible analysis ritual across the portfolio: the consumer's voice becomes a recurring input for perfume innovation, not a one-off exercise before launch.

Public scope

No numerical indicator has been published for this case at this stage. The exact sources, details of formulation attributes and extraction parameters are not disclosed on this showcase page.

Case shared with client approval. Operational details, data and business parameters are not disclosed on this page.

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