The perception of mint

The perception of mint (2011) - Symrise

Netnography is not only a valuable market research and innovation tool, but also a powerful method to extract cultural differences between consumers. Recently, HYVE implemented an international NetnographyInsights© Project for Symrise AG, a top global supplier of fragrances and flavorings. The focus of the project was on the perception of mint in its various product categories, including chewing gums, candies, toothpaste and mouthwash. Russian, French, Italian, English, German and Brazilian online communities were analyzed to gain insight into the emotions, “momints”, barriers and motivations of consumers when it comes to the consumption and usage of mint products. During the analysis, we encountered highly interesting blogs, such as gumalert, a review blog dedicated to one of life's greatest little pleasures: Chewing Gum. The analysis of the consumer dialogue in such blogs and online communities resulted not only in rich international consumer insights, but also in significant cultural differences between the six countries.

client:

Symrise

product:

Netnography on the perception of mint

© 2011 HYVE AG   Imprint
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Dr. Anne Grünhagen, Molkerei Alois Müller

„Müller stands for milk. We, from the innovation team wanted to find out more about milk:
What does the consumer relate to milk-drinking? How, when and why is milk consumed? And last but not least: How does the modern way of milk-drinking look like? We obtained exciting answers to even more questions.
Netnography as an innovative market-research tool delivered much more than just insights: In an idea-workshop, together with identified lead-users, we collected and constructed amazing product ideas.”