Givaudan for Avon: Concept Survey

Givaudan is the leading company in the flavors and fragrance industry with nearly $3 billion in sales in 2006. Givaudan has been a valued client of Market Reader Pro®’s since 2002. We have conducted over 90 studies for them in the U.S., Spain, Italy, Poland, France, Germany, and the U.K. Our clients at Givaudan include management in both the flavors and fragrance divisions in offices in the U.S. and Europe.

Market Research: Concept Testing

Givaudan was looking to test multiple concepts of new fragrances for their client, Avon. Givaudan and Avon were looking for consumer feedback on concept executions featuring a celebrity. Givaudan asked Market Reader Pro® to gauge consumers’ familiarity with the celebrity and to determine how appealing consumers found this person to be and what characteristics they attribute to this celebrity.

Data Collection Services

Due to the short time-frame associated with this study, our Data Collection Services team immediately built and launched a short, concept-driven survey in order to collect the necessary findings for Givaudan and their client, Avon. In less than 24 hours, Market Reader Pro® had already collected feedback from approximately 1,500 consumers.

Frequently, our audio and video capabilities, such as SIRR™ and Advantage3D™ are used to enhance our online concept tests, as clients often require testing of packaging and marketing concepts.

Market Reader Pro® utilized its own set of survey building tools to create the requested concept study. In order to meet the requirement specifications, Market Reader Pro® employed consumers from its own diverse panel. Both of these items played a key role in allowing Market Reader Pro® to produce timely, valuable feedback for Givaudan.

Timely, Actionable Market Research That Exceeds Expectations

The fast turnaround time on the data exceeded the expectations of Givaudan, and was especially pleasing to Jane Sung, who headed the market research for the project.

“I just want to reiterate my many thanks to you and the team for turning around a study so quickly. Your team was extremely responsive and on task the whole time, despite being under immense time pressure. We appreciate your professionalism and flexibility in a fast-paced industry such as the fragrance business. It's always a pleasure working with you…The…project was a success - the client was amazed at how quickly we were able to pull off the study and was amazed at the presentation we gave them.”Jane Sung Consumer Market Research
Givaudan Fragrances Corporation
September, 2007

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