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Valuing the Power of the Senses The 5! Senses Research. Speaker name Location and Date. Martin's Challenge . The 5! Senses research People and the senses The power of the senses Case studies Putting a value on the senses. Agenda. The 5! Senses Research. "Why do you love me?". - PowerPoint PPT Presentation
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Copyright © 2005 Millward Brown
Valuing the Power of the Senses
The 5! Senses Research
Speaker nameLocation and Date
Copyright © 2005 Millward Brown
Martin's Challenge
Copyright © 2005 Millward Brown
Agenda
The 5! Senses research
People and the senses
The power of the senses
Case studiesPutting a value on the senses
Copyright © 2005 Millward Brown
The 5! SensesResearch
Copyright © 2005 Millward Brown
"Why do you love me?"
Copyright © 2005 Millward Brown
13 countries26 focus groups3,500 surveys
Copyright © 2005 Millward Brown
People and the Senses
Copyright © 2005 Millward Brown
33How many senses do you think there
are? 2110533
52110
33
Copyright © 2005 Millward Brown
Vision ranks number one for
most people
Sensitivity to Senses
0% 10% 20% 30% 40% 50% 60% 70%
Touch
Taste
Hearing
Smell
Sight
% ra
nkin
g m
ost a
war
e
Copyright © 2005 Millward Brown
Are we taught to appreciate sight?
Sensitivity to Sight
0%
10%
20%
30%
40%
50%
Highschool or
below
Somecollege or
tradeschool(13-15)
Collegegraduate
(16)
Post-graduate
work (17+)
% ra
nkin
g se
nse
mos
t aw
are
Copyright © 2005 Millward Brown
Actual recall
Reported sensitivity
0%
60%Smell
Taste
SightSound
TouchRecall of sensory experiences
suggests less bias to vision
Copyright © 2005 Millward Brown
Women claim to be more sensitive
to smell
Sensitivity to Smell
0%
10%
20%
30%
Men Women
% ra
nkin
g se
nse
mos
t aw
are
Copyright © 2005 Millward Brown
0%
100%Smell
Taste
SightSound
Touch
But recall data suggests that
men are equally susceptible
Copyright © 2005 Millward Brown
The Japanese are more aware of the
senses
Country comparison: colas, hifi, cars and fast food
0%
100%Smell
Taste
SightSound
Touch
Copyright © 2005 Millward Brown
The Power of the Senses
- Experience -
Copyright © 2005 Millward Brown
Memories
Brand Choice
Copyright © 2005 Millward Brown
The senses are keys to untidy and
over-stocked cupboards
Copyright © 2005 Millward Brown
Creating and confirming
expectations
Pre-purchase
Experience
Post-purchase
Experience
Purchase Experience
Reinforceexpectations
Setexpectations
Confirmexpectations
Copyright © 2005 Millward Brown
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
Copyright © 2005 Millward Brown
A positive experience alone
is not good enough
% Seriously Consider
Positive
Distinctive Not
90 76
Neutral
Distinctive Not
57 34
Negative
Distinctive Not
15 28
Copyright © 2005 Millward Brown
More than just a great experience
Leadership
Clarity
GreatExperience
BusinessModel
BrandSuccess
Copyright © 2005 Millward Brown
The Power of the Senses
- Emotion -
Copyright © 2005 Millward Brown
Emotions direct our attention and
shape our assessment of
brands
Copyright © 2005 Millward Brown
Taste most likely to create feeling of satisfaction
SatisfactionIndexed to Average Across 17 Brands
0
20
40
60
80
100
120
140
160
Smell Taste Sight Sound Touch
Copyright © 2005 Millward Brown
Fast food rates high, but Dove differentiates
itself
SatisfactionIndexed to Average Across 17 Brands
0
50
100
150
200
250
McDonalds BurgerKing
Dove Irish Spring
Copyright © 2005 Millward Brown
McDonald's creates a cheerful
feeling
CheerfulIndexed to Average Across 17 Brands
0
50
100
150
200
250
300
McDonald's Burger King
Copyright © 2005 Millward Brown
The Power of the Senses
- Loyalty -
Copyright © 2005 Millward Brown
Loyalty differs widely – even
among regular brand users
0% 20% 40% 60% 80%
Panasonic
Sony
Pepsi
Coca-Cola
Irish Spring
Dove
Copyright © 2005 Millward Brown
More associations,
more loyal-- chicken or
egg?0%
10%
20%
30%
40%
50%
60%
70%
0 to 1 2 to 3 4 to 5Number of Positive Senses Recalled
Copyright © 2005 Millward Brown
Template path model
Leadership
Great Experience
Clarity
Choice
Copyright © 2005 Millward Brown
Choice
Leadership
Clarity
GreatExperience
Model based on 17 brands
Copyright © 2005 Millward Brown
The Power of the Senses
- The Financial Value -
Copyright © 2005 Millward Brown
Soap
Copyright © 2005 Millward Brown
Touch is more salient and
distinctive for Dove
0
100Smell
Touch
SightSound
Taste
Copyright © 2005 Millward Brown
Dove
Relaxing
Copyright © 2005 Millward Brown
Irish Spring
Energizing
Copyright © 2005 Millward Brown
Irish Spring depends more on
smell 05
10152025303540
Dove I rish SpringSmell Touch Sight
Impact on brand consideration
Copyright © 2005 Millward Brown
Smell $63,000,000Touch $34,000,000Sight $14,000,000
Ch-Ching
Copyright © 2005 Millward Brown
Fast Food
Copyright © 2005 Millward Brown
Sight is more salient for McDonald's
0
100Smell
Touch
SightSound
Taste
Copyright © 2005 Millward Brown
Burger King smell
Pleasure
Copyright © 2005 Millward Brown
Smell plays a much stronger role for Burger
King 05
10152025303540
McDonalds Burger KingTaste Smell
Impact on brand consideration
Copyright © 2005 Millward Brown
Taste $1.5 BillionSmell $1.5 Billion
Ch-Ching
Copyright © 2005 Millward Brown
McDonald's in Japan
Copyright © 2005 Millward Brown
Weaker memories of McDonald’s
0
100Smell
Touch
SightSound
Taste
Copyright © 2005 Millward Brown
1 in 4 dislike the noise at
McDonald's
Copyright © 2005 Millward Brown
MOS Burger…experience and
clarity
Leadership
BusinessModel
BrandSuccess
Clarity
GreatExperience
Copyright © 2005 Millward Brown
BrandSuccess
Clarity
GreatExperience
BusinessModel
Leadership
McDonald's…low prices and
leadership
Copyright © 2005 Millward Brown
Conclusion
Copyright © 2005 Millward Brown
It makes sense
• Unique brand experience
• Distinctive brand identity
• A reason to buy