Valuing the Power of the Senses The 5! Senses Research

Copyright © 2005 Millward Brown

Valuing the Power of the Senses

The 5! Senses Research

Speaker nameLocation and Date


Martin's Challenge


Agenda

The 5! Senses research

People and the senses

The power of the senses

Case studiesPutting a value on the senses


The 5! SensesResearch


"Why do you love me?"


13 countries26 focus groups3,500 surveys


People and the Senses


33How many senses do you think there

are? 2110533

52110

33


Vision ranks number one for

most people

Sensitivity to Senses

0% 10% 20% 30% 40% 50% 60% 70%

Touch

Taste

Hearing

Smell

Sight

% ra

nkin

g m

ost a

war

e


Are we taught to appreciate sight?

Sensitivity to Sight

0%

10%

20%

30%

40%

50%

Highschool or

below

Somecollege or

tradeschool(13-15)

Collegegraduate

(16)

Post-graduate

work (17+)

% ra

nkin

g se

nse

mos

t aw

are


Actual recall

Reported sensitivity

0%

60%Smell

Taste

SightSound

TouchRecall of sensory experiences

suggests less bias to vision


Women claim to be more sensitive

to smell

Sensitivity to Smell

0%

10%

20%

30%

Men Women

% ra

nkin

g se

nse

mos

t aw

are


0%

100%Smell

Taste

SightSound

Touch

But recall data suggests that

men are equally susceptible


The Japanese are more aware of the

senses

Country comparison: colas, hifi, cars and fast food

0%

100%Smell

Taste

SightSound

Touch


The Power of the Senses

- Experience -


Memories

Brand Choice


The senses are keys to untidy and

over-stocked cupboards


Creating and confirming

expectations

Pre-purchase

Experience

Post-purchase

Experience

Purchase Experience

Reinforceexpectations

Setexpectations

Confirmexpectations


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

Soundsgood


A positive experience alone

is not good enough

% Seriously Consider

Positive

Distinctive Not

90 76

Neutral

Distinctive Not

57 34

Negative

Distinctive Not

15 28


More than just a great experience

Leadership

Clarity

GreatExperience

BusinessModel

BrandSuccess



- Emotion -


Emotions direct our attention and

shape our assessment of

brands


Taste most likely to create feeling of satisfaction

SatisfactionIndexed to Average Across 17 Brands

0

20

40

60

80

100

120

140

160

Smell Taste Sight Sound Touch


Fast food rates high, but Dove differentiates

itself

SatisfactionIndexed to Average Across 17 Brands

0

50

100

150

200

250

McDonalds BurgerKing

Dove Irish Spring


McDonald's creates a cheerful

feeling

CheerfulIndexed to Average Across 17 Brands

0

50

100

150

200

250

300

McDonald's Burger King



- Loyalty -


Loyalty differs widely – even

among regular brand users

0% 20% 40% 60% 80%

Panasonic

Sony

Pepsi

Coca-Cola

Irish Spring

Dove


More associations,

more loyal-- chicken or

egg?0%

10%

20%

30%

40%

50%

60%

70%

0 to 1 2 to 3 4 to 5Number of Positive Senses Recalled


Template path model

Leadership

Great Experience

Clarity

Choice


Choice

Leadership

Clarity

GreatExperience

Model based on 17 brands



- The Financial Value -


Soap


Touch is more salient and

distinctive for Dove

0

100Smell

Touch

SightSound

Taste


Dove

Relaxing


Irish Spring

Energizing


Irish Spring depends more on

smell 05

10152025303540

Dove I rish SpringSmell Touch Sight

Impact on brand consideration


Smell $63,000,000Touch $34,000,000Sight $14,000,000

Ch-Ching


Fast Food


Sight is more salient for McDonald's

0

100Smell

Touch

SightSound

Taste


Burger King smell

Pleasure


Smell plays a much stronger role for Burger

King 05

10152025303540

McDonalds Burger KingTaste Smell

Impact on brand consideration


Taste $1.5 BillionSmell $1.5 Billion

Ch-Ching


McDonald's in Japan


Weaker memories of McDonald’s

0

100Smell

Touch

SightSound

Taste


1 in 4 dislike the noise at

McDonald's


MOS Burger…experience and

clarity

Leadership

BusinessModel

BrandSuccess

Clarity

GreatExperience


BrandSuccess

Clarity

GreatExperience

BusinessModel

Leadership

McDonald's…low prices and

leadership


Conclusion


It makes sense

• Unique brand experience

• Distinctive brand identity

• A reason to buy

Valuing the Power of the Senses The 5! Senses Research

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