Fragance Case Study
The aim of the study was to understand how 3 technically different packs stand up to normal usage by fragrance consultants and promoters.
We recruited 30 female respondents to pose as consultants or fragrance promotion staff. All the respondents had to be beautifully presented with an enthusiasm for fragrances.
The "consultants" were then briefed for over an hour on the task. The briefing covered an overview of what is required of them throughout the test, a short training session about the fragrance and the brand. They ended up armed with the information they might need if asked by consumers. They were also given a dress code, which was strictly adhered to.
Half of the consultants will be given one pack design and half another, with instructions to switch pack every hour with a colleague (to ensure randomisation of different nuances in handling).
The consultants had to note down any observations related to the pack at the end of each time period with a particular pack i.e. after each hour. Key direct questions were asked in the form of a short questionnaire. They set themselves up outside a number of prime locations in London for 1 day. They had to recreate the "fragrance promotion staff" behaviour as seen in stores e.g. by spraying fragrance onto sample cards.
The consultants used their packs until it was out of product (this took a few hours) and the results were collated and shared with the client by close of business the day after the test was completed.
