Case Study: Determining Emotional Impact of Scent to Support Product Claims

Can emotions be measured on different sensory inputs, such as scent and music? Procter & Gamble wanted to understand the emotional connection of the scent of a new line extension for Gain laundry detergent by measuring it against another known sensory input: sound. Nielsen Consumer Neuroscience helped to understand the relationship of scent and music and how best to leverage it in new marketing efforts.