Valuing the Power of the Senses The 5! Senses Research

1. Valuing the Power of the Senses The 5! Senses Research Speaker name Location and Date

2. Martin's Challenge

3. The 5! Senses research • People and the senses • The power of the senses • Case studies • Putting a value on the senses Agenda

4. The 5! Senses Research

5. "Why do you love me?"

6. 13 countries 26 focus groups 3,500 surveys

7. People and the Senses

8. 33 3 33 21 10 5 3 5 How many senses do you think there are? 21 10

9. Sensitivity to Senses Vision ranks number one for most people % ranking most aware

10. Sensitivity to Sight Are we taught to appreciate sight? % ranking sense most aware

11. Smell 60% Touch Taste 0% Sight Sound Recall of sensory experiences suggests less bias to vision Actual recall Reported sensitivity

12. Sensitivity to Smell Women claim to be more sensitive to smell % ranking sense most aware

13. Smell 100% Touch Taste 0% Sound Sight But recall data suggests that men are equally susceptible

14. Smell 100% Touch Taste 0% Sight Sound The Japanese are more aware of the senses Country comparison: colas, hifi, cars and fast food

15. The Power of the Senses - Experience -

16. Memories Brand Choice

17. The senses are keys to untidy and over-stocked cupboards

18. Reinforce expectations Set expectations Creating and confirming expectations Post- purchase Experience Pre- purchase Experience Purchase Experience Confirm expectations

19. Anticipation Reported by friends Pleasure Pre- purchase Experience Post- purchase Experience Experienced in the past The sensory brand experience Satisfaction Seen/heard in ads Purchase Experience Smells good Feels good Tastes good Sounds good Looks good

20. Positive Neutral Negative Distinctive Not Distinctive Not Distinctive Not 90 76 57 34 15 28 % Seriously Consider A positive experience alone is not good enough

21. Leadership Clarity BrandSuccess Great Experience Business Model More than just a great experience

22. The Power of the Senses - Emotion -

23. Emotions direct our attention and shape our assessment of brands

24. Satisfaction Indexed to Average Across 17 Brands Taste most likely to create feeling of satisfaction

25. Satisfaction Indexed to Average Across 17 Brands Fast food rates high, but Dove differentiates itself

26. Cheerful Indexed to Average Across 17 Brands McDonald's creates a cheerful feeling

27. The Power of the Senses - Loyalty -

28. Loyalty differs widely – even among regular brand users

29. More associations, more loyal -- chicken or egg?

30. Leadership Great Experience Clarity Template path model Choice

31. Leadership GreatExperience Clarity Model based on 17 brands Choice

32. The Power of the Senses - The Financial Value -

33. Soap

34. Smell 100 Taste Touch 0 Sound Sight Touch is more salient and distinctive for Dove

35. Dove Relaxing

36. Irish Spring Energizing

37. Impact on brand consideration Irish Spring depends more on smell

38. Smell $63,000,000 Ch-Ching Touch $34,000,000 Sight $14,000,000

39. Fast Food

40. Smell 100 Sight is more salient for McDonald's Taste Touch 0 Sound Sight

41. Burger King smell Pleasure

42. Impact on brand consideration Smell plays a much stronger role for Burger King

43. Ch-Ching Smell $1.5 Billion Taste $1.5 Billion

44. McDonald's in Japan

45. Smell 100 Taste Touch 0 Sound Sight Weaker memories of McDonald’s

46. 1 in 4 dislike the noise at McDonald's

47. BrandSuccess Business Model Leadership MOS Burger… experience and clarity Clarity Great Experience

48. BrandSuccess Leadership McDonald's… low prices and leadership Clarity Great Experience Business Model

49. Conclusion

50. Unique brand experience • Distinctive brand identity • A reason to buy It makes sense