Module:\u00a0Improve\u200b What can we say: Of course you should! <\/strong>To align the brand concept with the core offering. How to do it?<\/p>\n\n\n\n First, we wanted to deeply understand the psychology of both brands<\/strong>. We conducted in-depth interviews to explore purchase motivations and jobs to be done. At the same time, we built a first bridge to the sensory experience<\/strong>. In an \"oral drama<\/strong>\", the chocolate eaters were asked to dissect their sensory experience and describe it in detail. Interesting correlations<\/strong> emerged: thick pieces, biting, dry dissolution in the mouth and the image as a functional aid for one brand. Rounded corners, melting consistency, chocolate fountain feeling in the mouth and \"hugging\" for the other brand.<\/p>\n\n\n\n It was interesting to see how the experience evolved over time<\/strong>: we objectively described this in our sensory expert panel using time intensity method<\/strong> and helped to optimize it by linking it to consumer data<\/strong>. May the chocolate fountain be even more embracing in the future!<\/p>\n\n\n\n Joachim Haag<\/a><\/strong> | Managing Director Unser Auftrag: Das sensorische Erlebnis des Produkts auf das Markenkonzept abzustimmen. Wie funktioniert das im Detail? In diesem Fall mit einer Kombination aus Tiefeninterviews, sensorischen Expertenpanels und Konsument*innen-Urteilen<\/p>","protected":false},"author":1,"featured_media":6362,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[21],"tags":[],"class_list":["post-6361","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t
Keywords: Sensory Decoding, Jobs-to-be-done, Time Intensity, Multi-method approaches<\/strong><\/p>\n\n\n\n\n
\"We have a completely different brand positioning than the competition. They are a kind of functional helper from the outside. We convey an emotional warmth, a feeling of enclosure... Can we underpin this even more with our product's sensory experience?\"<\/em><\/p>\n<\/blockquote>\n\n\n\n
Want to learn more? Talk to ...<\/p>\n\n\n\n
joachim.haag@isi-insights.com<\/a><\/p>","protected":false},"excerpt":{"rendered":"