Copyright © 2005 Millward Brown Valuing the Power of the Senses The 5! Senses Research Speaker name Location and Date
Copyright © 2005 Millward Brown Martin's Challenge
Copyright © 2005 Millward Brown Agenda The 5! Senses research People and the senses The power of the senses Case studies Putting a value on the senses
Copyright © 2005 Millward Brown The 5! Senses Research
Copyright © 2005 Millward Brown "Why do you love me?"
Copyright © 2005 Millward Brown 13 countries 26 focus groups 3,500 surveys
Copyright © 2005 Millward Brown People and the Senses
Copyright © 2005 Millward Brown 33 How many senses do you think there are?
Copyright © 2005 Millward Brown Vision ranks number one for most people Sensitivity to Senses % ranking most aware
Copyright © 2005 Millward Brown Are we taught to appreciate sight? Sensitivity to Sight % ranking sense most aware
Copyright © 2005 Millward Brown Actual recall Reported sensitivity 0% 60% Smell Taste Sight Sound Touch Recall of sensory experiences suggests less bias to vision
Copyright © 2005 Millward Brown Women claim to be more sensitive to smell Sensitivity to Smell % ranking sense most aware
Copyright © 2005 Millward Brown 0% 100% Smell Taste SightSound Touch But recall data suggests that men are equally susceptible
Copyright © 2005 Millward Brown The Japanese are more aware of the senses Country comparison: colas, hifi, cars and fast food 0% 100% Smell Taste Sight Sound Touch
Copyright © 2005 Millward Brown The Power of the Senses - Experience -
Copyright © 2005 Millward Brown Memories Brand Choice
Copyright © 2005 Millward Brown The senses are keys to untidy and over-stocked cupboards
Copyright © 2005 Millward Brown Creating and confirming expectations Pre- purchase Experience Post- purchase Experience Purchase Experience Reinforce expectations Set expectations Confirm expectations
Copyright © 2005 Millward Brown The sensory brand experience Pre- purchase Experience Post- purchase Experience Purchase Experience Reported by friends Experienced in the past Seen/heard in ads Anticipation Pleasure Satisfaction Smells good Tastes good Feels good Looks good Sounds good
Copyright © 2005 Millward Brown A positive experience alone is not good enough % Seriously Consider Positive DistinctiveNot 9076 Neutral DistinctiveNot 5734 Negative DistinctiveNot 1528
Copyright © 2005 Millward Brown More than just a great experience LeadershipClarity Great Experience Business Model Brand Success
Copyright © 2005 Millward Brown The Power of the Senses - Emotion -
Copyright © 2005 Millward Brown Emotions direct our attention and shape our assessment of brands
Copyright © 2005 Millward Brown Taste most likely to create feeling of satisfaction Satisfaction Indexed to Average Across 17 Brands
Copyright © 2005 Millward Brown Fast food rates high, but Dove differentiates itself Satisfaction Indexed to Average Across 17 Brands
Copyright © 2005 Millward Brown McDonald's creates a cheerful feeling Cheerful Indexed to Average Across 17 Brands
Copyright © 2005 Millward Brown The Power of the Senses - Loyalty -
Copyright © 2005 Millward Brown Loyalty differs widely – even among regular brand users
Copyright © 2005 Millward Brown More associations, more loyal -- chicken or egg?
Copyright © 2005 Millward Brown Template path model Leadership Great Experience Clarity Choice
Copyright © 2005 Millward Brown Choice Leadership Clarity Great Experience Model based on 17 brands
Copyright © 2005 Millward Brown The Power of the Senses - The Financial Value -
Copyright © 2005 Millward Brown Soap
Copyright © 2005 Millward Brown Touch is more salient and distinctive for Dove Smell Touch SightSound Taste
Copyright © 2005 Millward Brown Dove Relaxing
Copyright © 2005 Millward Brown Irish Spring Energizing
Copyright © 2005 Millward Brown Irish Spring depends more on smell Impact on brand consideration
Copyright © 2005 Millward Brown Smell $63,000,000 Touch $34,000,000 Sight $14,000,000 Ch-Ching
Copyright © 2005 Millward Brown Fast Food
Copyright © 2005 Millward Brown Sight is more salient for McDonald's Smell Touch SightSound Taste
Copyright © 2005 Millward Brown Burger King smell Pleasure
Copyright © 2005 Millward Brown Smell plays a much stronger role for Burger King Impact on brand consideration
Copyright © 2005 Millward Brown Taste $1.5 Billion Smell $1.5 Billion Ch-Ching
Copyright © 2005 Millward Brown McDonald's in Japan
Copyright © 2005 Millward Brown Weaker memories of McDonald’s Smell Touch SightSound Taste
Copyright © 2005 Millward Brown 1 in 4 dislike the noise at McDonald's
Copyright © 2005 Millward Brown MOS Burger… experience and clarity Leadership Business Model Brand Success Clarity Great Experience
Copyright © 2005 Millward Brown Brand Success Clarity Great Experience Business Model Leadership McDonald's… low prices and leadership
Copyright © 2005 Millward Brown Conclusion
Copyright © 2005 Millward Brown It makes sense Unique brand experience Distinctive brand identity A reason to buy