Applying A Better Understanding Of Senses To Research At The ESOMAR Congress 2013

09 Sep 2013|Added Value

Mark Whiting and Sandrine McClure, Directors, will lead their popular “Making sense of emotions” full-day workshop at the 66th annual ESOMAR Congress, taking place in Istanbul on September 22nd.

Some fast facts on the power of senses:

– We have over 10.000 taste buds in our mouth that get replaced every 2 weeks
– If your nose is at its best, you can tell the difference between 4000-10,000 smells
– The 3 bones that enable us to hear (the hammer, anvil and stirrup) located in the inner ear are the tiniest of the human body.  All three together could fit together on a penny
– Our eyes will process 24 million images in a lifetime: Overall, they contribute toward 85 % of our knowledge

The importance of emotions in building strong relationships between brands and consumers is well-documented. But nowadays, it’s not enough simply to tell an impactful story with words alone…

Marketers are increasingly finding that the most powerful emotions are those that are anchored in multiple senses – creating an engaging experience means knowing how to tell a story that uses colours, aromas, sounds and sensations as part of a multifaceted and multi-layered narrative. That’s why we’re seeing such a boom in experiential marketing (from the use of branded spaces and pop-up stores to live events, music concerts and aroma marketing, to name just a few…). Sensorial experiences are essential for brands that want to connect more deeply with consumers.

But is our current market research toolbox fit for purpose when we’re asked to evaluate the impact of emotional marketing? What are the challenges that our industry can help marketers, designers and creatives overcome? And how can we, as researchers, integrate multi-sensorial techniques to measure emotional impact and communicate more effectively?

About the workshop leaders
Mark Whiting is a frequent conference speaker and involved with ESOMAR. He is an expert in luxury and brand strategy development, innovation and creativity based on cultural insights. He headed the Global Research team at Moët Hennessy (LVMH) before joining Added Value in 2010 as a Director.

Sandrine McClure is involved with ESOMAR. She received the “Best Paper” award in 2002 and chaired the ESOMAR Qualitative Conference Committee in 2011. She joined Added Value in 2012 as a Director.
To get a workshop overview and to register, click here.

Image credit: Esomar

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