Application of two projective techniques in the study of consumer perception of antiperspirant/deodorants

Abstract

The present study aimed to identify the main aspects involved in consumers' perception of four types of antiperspirants/deodorants (APDs); cream, aerosol, roll‐on and stick; and compared the findings by using projective techniques; word association (WA) and product personality profiling (PPP) tasks. To apply the PPP task, participants had to imagine that each type of APDs was a person and describe it by gender, age, marital status, children, physical complexion, personality, work/profession/occupation, transport used, physical activity performed, and diet type. The different terms obtained were grouped into 16 categories in the WA task and in 36 subcategories in the PPP task. Both techniques provided data on different and complementary aspects of the products studied. While WA provided information on the characteristics of the different forms of APDs, the PPP gave information about the image that consumers have of each product. Both techniques could be used independently or in a complementary way. Practical applications This work provides information about consumers' perceptions of different types of antiperspirants/deodorants. It is shown that each applied task provides information which can be used for different purposes. The word association task provided information which could be applied in the optimization and/or development of one of these cosmetic forms, while the product personality profiling task gave information that could be used in marketing, either to reaffirm it, to revert it or to introduce a new product into the market.

Rheological Analyses and Artificial Neural Network as Optimization Tools to Predict the Sensory Perception of Cosmetic Emulsions

“…A sensory evaluation measures the physiological response to a stimulus, minimizing influences presented by psychological factors, such as culture, age and environmental aspects. The literature shows various studies involving sensory studies, for example, the main aspects involved in the consumers perception with different antiperspirants and deodorants (cream, aerosol, roll-on, and stick), comparing whether the concept of effectiveness by the consumer is explained only by the duration of the effect or if it integrates other components 18 . David et al 19 investigated the affective and brain effects of using a rose-scented cosmetic cream and observed that the scented cream over the odorless cream increased the positive affective states (more relaxation, satisfaction, happiness) and reduced reactivity associated with the threat and negative stimuli.…”

Sodium reduction in crackers: optimization of process to keep sensory quality without technological impacts

“…The red light influenced evaluations by the participants and affected the description of the tested products. Another way to improve the assessment is word association (WA) and the product personality profile (PPP), which can be used independently or complementarily (Gámbaro et al, 2019). WA provides information on the characteristics of the different formulations and the product's personality profile (PPP) gives information about the image consumers have of each product.…”

Consumer profiling techniques for cosmetic formulation definition

“…Word Association technique was explored by Gámbaro, Roascio, Boinbaser, Pérez, and Parente () and Gámbaro, Parente, Roascio, and Boinbaser (). Product Personality Profiling was applied by (Gámbaro et al, ). Check all that apply (CATA) was explored in cosmetics description by Parente et al () and Parente, Emma, Manzoni, and Ares ().…”

“…Successful results using consumers to describe, profile, and differentiate new cosmetic products can be found in the literature. Word Association technique was explored by Gámbaro, Roascio, Boinbaser, Pérez, and Parente (2018) and Gámbaro, Parente, Roascio, and Boinbaser (2014). Product Personality Profiling was applied by (Gámbaro et al, 2018).…”