“Mobile devices let us take multisensory testing out of the lab and onto the road,” said Gilbert. “We can interview consumers in the wild where they live—shopping malls, college dorms or anywhere else.”
The new app, called the Chromosmic Visualizer, guides consumers through a series of sniff samples and prompts them to match each scent to a color using a touch-sensitive color circle and a black-white slider. The app, which runs on iPads, has already been used in projects for clients.
“The results confirm published results on color-odor associations, and let us quantify consumer impressions of a scent’s color with incredible speed and precision,” said Gilbert.
The Chromosmic Visualizer gives researchers in-progress data summaries: each consumer’s color choice is shown in a Mondrian arrangement; the app also calculates and displays a consensus color. In addition to using it for in-house projects, Synesthetics plans to sell the Chromosmic Visualizer for companies to use on their own.
“Brand teams can set up a test and begin collecting data in a matter of minutes. They can view results on the iPad in real time and email home a data summary whenever they like,” said Gilbert.
He insists the app’s speed and ease of use will appeal to marketers and product designers who need on-the-fly access to consumer insights.
More info: www.synesthetics.com