Review of existing research
Conduct qualitative and quantitative studies
Step 1:
Establishes existing knowledge about the brand through internal stakeholders and prior research to develop any specific sensory issues to be investigated
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Step 2:
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A qualitative exploration of hypotheses generated in step 1, aimed at developing concepts for inclusion in Step 3
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Step 3:
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A quantitative exploration of the recall, nature and reaction to each of the senses, which leads to identification of concepts with the most potential from step 2, that can be further developed
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