Valuing the Power of the Senses The 5! Senses Research

Valuing the Power of the Senses

The 5! Senses Research

Speaker nameLocation and Date

Martin's Challenge

Agenda

The 5! Senses research

People and the senses

The power of the senses

Case studiesPutting a value on the senses

The 5! SensesResearch

"Why do you love me?"

13 countries26 focus groups3,500 surveys

People and the Senses

33How many senses do you think there

are? 2110533

Vision ranks number one for

most people

Sensitivity to Senses

0% 10% 20% 30% 40% 50% 60% 70%

Hearing

Are we taught to appreciate sight?

Sensitivity to Sight

Highschool or

Somecollege or

tradeschool(13-15)

Collegegraduate

Post-graduate

work (17+)

Actual recall

Reported sensitivity

60%Smell

SightSound

TouchRecall of sensory experiences

suggests less bias to vision

Women claim to be more sensitive

to smell

Sensitivity to Smell

Men Women

100%Smell

SightSound

But recall data suggests that

men are equally susceptible

The Japanese are more aware of the

senses

Country comparison: colas, hifi, cars and fast food

100%Smell

SightSound

The Power of the Senses

- Experience -

Memories

Brand Choice

The senses are keys to untidy and

over-stocked cupboards

Creating and confirming

expectations

Pre-purchase

Experience

Post-purchase

Experience

Purchase Experience

Reinforceexpectations

Setexpectations

Confirmexpectations

The sensory brand experience

Pre-purchase

Experience

Post-purchase

Experience

Purchase Experience

Reported by friends

Experienced in the past

Seen/heard in ads

Anticipation

Pleasure

Satisfaction

Smells good

Tastes good

Feels good

Looks good

Soundsgood

A positive experience alone

is not good enough

% Seriously Consider

Positive

Distinctive Not

Neutral

Distinctive Not

Negative

Distinctive Not

More than just a great experience

Leadership

Clarity

GreatExperience

BusinessModel

BrandSuccess

- Emotion -

Emotions direct our attention and

shape our assessment of

brands

Taste most likely to create feeling of satisfaction

SatisfactionIndexed to Average Across 17 Brands

Smell Taste Sight Sound Touch

Fast food rates high, but Dove differentiates

itself

SatisfactionIndexed to Average Across 17 Brands

McDonalds BurgerKing

Dove Irish Spring

McDonald's creates a cheerful

feeling

CheerfulIndexed to Average Across 17 Brands

McDonald's Burger King

- Loyalty -

Loyalty differs widely – even

among regular brand users

0% 20% 40% 60% 80%

Panasonic

Coca-Cola

Irish Spring

More associations,

more loyal-- chicken or

egg?0%

0 to 1 2 to 3 4 to 5Number of Positive Senses Recalled

Template path model

Leadership

Great Experience

Clarity

Choice

Leadership

Clarity

GreatExperience

Model based on 17 brands

- The Financial Value -

Touch is more salient and

distinctive for Dove

100Smell

SightSound

Relaxing

Irish Spring

Energizing

Irish Spring depends more on

smell 05

10152025303540

Dove I rish SpringSmell Touch Sight

Impact on brand consideration

Smell $63,000,000Touch $34,000,000Sight $14,000,000

Ch-Ching

Fast Food

Sight is more salient for McDonald's

100Smell

SightSound

Burger King smell

Pleasure

Smell plays a much stronger role for Burger

King 05

10152025303540

McDonalds Burger KingTaste Smell

Impact on brand consideration

Taste $1.5 BillionSmell $1.5 Billion

Ch-Ching

McDonald's in Japan

Weaker memories of McDonald’s

100Smell

SightSound

1 in 4 dislike the noise at

McDonald's

MOS Burger…experience and

clarity

Leadership

BusinessModel

BrandSuccess

Clarity

GreatExperience

BrandSuccess

Clarity

GreatExperience

BusinessModel

Leadership

McDonald's…low prices and

leadership

Conclusion

It makes sense

• Unique brand experience

• Distinctive brand identity

• A reason to buy

Valuing the Power of the Senses The 5! Senses Research

Documents

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THE FIVE SENSES - Island Grove Five Senses, … · •Verb Conjugation • The Five Senses – See, Smell, Hear, Touch, Taste • Finding Senses in Pictures

Valuing the environment: Methods

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Chapter 17: The Special Senses What are the 5 senses?

Valuing the Environment: Methods