The Senses Overview of the Senses Vision Hearing Taste Smell Touch Visceral Senses.
Valuing the Power of the Senses The 5! Senses Research
description
Transcript of Valuing the Power of the Senses The 5! Senses Research
![Page 1: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/1.jpg)
Copyright © 2005 Millward Brown
Valuing the Power of the Senses
The 5! Senses Research
Speaker nameLocation and Date
![Page 2: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/2.jpg)
Copyright © 2005 Millward Brown
Martin's Challenge
![Page 3: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/3.jpg)
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
![Page 4: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/4.jpg)
Copyright © 2005 Millward Brown
The 5! SensesResearch
![Page 5: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/5.jpg)
Copyright © 2005 Millward Brown
"Why do you love me?"
![Page 6: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/6.jpg)
Copyright © 2005 Millward Brown
13 countries26 focus groups3,500 surveys
![Page 7: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/7.jpg)
Copyright © 2005 Millward Brown
People and the Senses
![Page 8: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/8.jpg)
Copyright © 2005 Millward Brown
33How many senses do you think there
are? 2110533
52110
33
![Page 9: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/9.jpg)
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
![Page 10: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/10.jpg)
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
![Page 11: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/11.jpg)
Copyright © 2005 Millward Brown
Actual recall
Reported sensitivity
0%
60%Smell
Taste
SightSound
TouchRecall of sensory experiences
suggests less bias to vision
![Page 12: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/12.jpg)
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
![Page 13: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/13.jpg)
Copyright © 2005 Millward Brown
0%
100%Smell
Taste
SightSound
Touch
But recall data suggests that
men are equally susceptible
![Page 14: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/14.jpg)
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
![Page 15: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/15.jpg)
Copyright © 2005 Millward Brown
The Power of the Senses
- Experience -
![Page 16: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/16.jpg)
Copyright © 2005 Millward Brown
Memories
Brand Choice
![Page 17: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/17.jpg)
Copyright © 2005 Millward Brown
The senses are keys to untidy and
over-stocked cupboards
![Page 18: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/18.jpg)
Copyright © 2005 Millward Brown
Creating and confirming
expectations
Pre-purchase
Experience
Post-purchase
Experience
Purchase Experience
Reinforceexpectations
Setexpectations
Confirmexpectations
![Page 19: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/19.jpg)
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
![Page 20: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/20.jpg)
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
![Page 21: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/21.jpg)
Copyright © 2005 Millward Brown
More than just a great experience
Leadership
Clarity
GreatExperience
BusinessModel
BrandSuccess
![Page 22: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/22.jpg)
Copyright © 2005 Millward Brown
The Power of the Senses
- Emotion -
![Page 23: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/23.jpg)
Copyright © 2005 Millward Brown
Emotions direct our attention and
shape our assessment of
brands
![Page 24: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/24.jpg)
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
![Page 25: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/25.jpg)
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
![Page 26: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/26.jpg)
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
![Page 27: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/27.jpg)
Copyright © 2005 Millward Brown
The Power of the Senses
- Loyalty -
![Page 28: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/28.jpg)
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
![Page 29: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/29.jpg)
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
![Page 30: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/30.jpg)
Copyright © 2005 Millward Brown
Template path model
Leadership
Great Experience
Clarity
Choice
![Page 31: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/31.jpg)
Copyright © 2005 Millward Brown
Choice
Leadership
Clarity
GreatExperience
Model based on 17 brands
![Page 32: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/32.jpg)
Copyright © 2005 Millward Brown
The Power of the Senses
- The Financial Value -
![Page 33: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/33.jpg)
Copyright © 2005 Millward Brown
Soap
![Page 34: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/34.jpg)
Copyright © 2005 Millward Brown
Touch is more salient and
distinctive for Dove
0
100Smell
Touch
SightSound
Taste
![Page 35: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/35.jpg)
Copyright © 2005 Millward Brown
Dove
Relaxing
![Page 36: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/36.jpg)
Copyright © 2005 Millward Brown
Irish Spring
Energizing
![Page 37: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/37.jpg)
Copyright © 2005 Millward Brown
Irish Spring depends more on
smell 05
10152025303540
Dove I rish SpringSmell Touch Sight
Impact on brand consideration
![Page 38: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/38.jpg)
Copyright © 2005 Millward Brown
Smell $63,000,000Touch $34,000,000Sight $14,000,000
Ch-Ching
![Page 39: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/39.jpg)
Copyright © 2005 Millward Brown
Fast Food
![Page 40: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/40.jpg)
Copyright © 2005 Millward Brown
Sight is more salient for McDonald's
0
100Smell
Touch
SightSound
Taste
![Page 41: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/41.jpg)
Copyright © 2005 Millward Brown
Burger King smell
Pleasure
![Page 42: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/42.jpg)
Copyright © 2005 Millward Brown
Smell plays a much stronger role for Burger
King 05
10152025303540
McDonalds Burger KingTaste Smell
Impact on brand consideration
![Page 43: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/43.jpg)
Copyright © 2005 Millward Brown
Taste $1.5 BillionSmell $1.5 Billion
Ch-Ching
![Page 44: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/44.jpg)
Copyright © 2005 Millward Brown
McDonald's in Japan
![Page 45: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/45.jpg)
Copyright © 2005 Millward Brown
Weaker memories of McDonald’s
0
100Smell
Touch
SightSound
Taste
![Page 46: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/46.jpg)
Copyright © 2005 Millward Brown
1 in 4 dislike the noise at
McDonald's
![Page 47: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/47.jpg)
Copyright © 2005 Millward Brown
MOS Burger…experience and
clarity
Leadership
BusinessModel
BrandSuccess
Clarity
GreatExperience
![Page 48: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/48.jpg)
Copyright © 2005 Millward Brown
BrandSuccess
Clarity
GreatExperience
BusinessModel
Leadership
McDonald's…low prices and
leadership
![Page 49: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/49.jpg)
Copyright © 2005 Millward Brown
Conclusion
![Page 50: Valuing the Power of the Senses The 5! Senses Research](https://reader035.fdocuments.us/reader035/viewer/2022081511/56815d3b550346895dcb3f16/html5/thumbnails/50.jpg)
Copyright © 2005 Millward Brown
It makes sense
• Unique brand experience
• Distinctive brand identity
• A reason to buy