February 12-13, 2019

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360 VR Immersion for More Engagement and More Actionable Results

Room 3 | 9:15-9:45 | Wednesday, February 13, 2019

Firmenich develops personal and home care fragrances for manufacturers with the objective to design successful fragrances with high levels of preference and synergy with our clients’ brands. To reach this objective, currently several fragrances are tested in a neutral environment but consumer tests deliver limited discrimination and hence less operational recommendations.

Strategir believes virtual reality immerses consumers in a relevant context which truly connects them to the product category and to the moment of truth of the product experience. This in turn helps them to better evaluate the fragrances.

Strategir and Firmenich developed different VR contexts and research protocols for evaluating laundry fragrances. This case study highlights the importance of choosing the right context and the right protocol and how engaged consumers, being immersed, connected and focused, improve the quality of the evaluations and lead to more operational results.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Effective vendor/client relationship management
  • Global/international research
  • Virtual/augmented reality


Use 360 VR immersion for:

  1. A better connection of consumers to the category.
  2. Increased consumer engagement to the test.
  3. Higher quality data, revealing additional information to guide product selection and optimization.


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