In-depth sensory analysis

In-depth Sensory Analysis (IDSA) is a sensory research method used to detect subconscious reactions to fragrance. It involves coordinated measuring, taking the following into account:
* respiratory rhythm and depth,
* respiratory pause,
* galvanic skin response,
* tension of facial muscles engaged in expressing emotions,
* bioelectric brain activity associated with emotions.
The method requires the use of an olfactometer - a device which presents a fragrance sample diluted with clean air to a subject as well as a device used to measure psychophysiological reactions (pulse and galvanic skin response(GSR)) which monitors and registers subconscious reactions occurring in subjects' bodies. Additionally the bioelectric brain activity is registered during the research with the use of electroencephalography (EEG), electromyography (EMG) or functional magnetic resonance imaging (fMRI).
The IDSA method was developed by the Institute of Sensory Analysis (ISA) in 2010, and has been used mainly for research regarding emotional reactions to fragrance. At the moment there is ongoing work on implementing the method in marketing research of such elements as fragrance logo, product fragrance and fragrance used inside a store. The ISA's other research areas include sensory, psychophysiological and eye-tracking research.
Research procedures using the IDSA method
The rated fragrance or fragrances are diluted with the air using the olfactometer. The moment of presenting the fragrance sample is not coincidental, it relates to the respiratory rhythm and depth of a subject (determined for each subject individually) and their relaxation state (pulse, GSR, or EEG/EMG/fMRI). Fragrances are released with different intensity and are usually rated in several tests. The research take place under laboratory conditions (ISA’s laboratory) guaranteeing sensory deprivation and ability to control the fragrance stimuli. The method also applies methodologies traditional for sensory analysis: the interview or the survey, studying the declarative evaluation of fragrance samples. The results obtained this way are then verified and intensified using qualitative research methods and techniques (IDI, FGI).
Application
The IDSA method is used mainly in scientific research: processing fragrances with various emotional values, subconscious reactions to fragrances, reaction time to fragrances. Its advantage is the repeatability and the possibility to verify results. IDSA can contribute to enhancing knowledge about the sense of smell. It seems even more important considering that undetected fragrances appear to have an impact on people’s behaviour as well as their decision making process1. The IDSA method can also be applied in marketing research. In this case it provides information about actual reactions to fragrance stimuli and enables to explore the fragrance preferences of consumers. This knowledge is then used to design and modify those products and services which fragrance plays a substantial role for (groceries, cosmetics, fragrance used inside a store).
Advantage
The IDSA method provides information about actual reactions and preferences relating to fragrance. It meets the requirements of triangulation for research methods, and thus allows to avoid errors which could result from the limitations of declarative researches.
History
Complex studies within emotional and psychophysiological reactions to fragrance have only started recently. Until now the majority of them was limited to the evaluation of fragrance in the following scale: “pleasant-not pleasant” and “strong-weak”. Within time it was established however, that there are differences between subconscious emotional reactions to fragrance and conscious affective evaluation of those fragrances, especially in the case of fragrances that have negative emotional connotations.<ref name=Alaoui-Ismaili1997/>
M. Bensafi’s studies<ref nameBensafi2002a/><ref nameBensafi2002b/> are considered to be a standard example in this area. The study compared reaction times to two different fragrances, [] and vanilla, as well as the emotional evaluation of those fragrances. The subjects were asked to rate the intensity of the fragrance and evaluate them affectively. The study concluded that the reaction time to unpleasant fragrances was significantly shorter than the reaction time to pleasant fragrances. Additionally, it was determined that these differences are particularly strong when the fragrance is presented to the right nostril, i.e. the right brain hemisphere. Therefore it can be assumed that the decoding of the negative emotion triggered by the fragrance is more effective in the case of the right hemisphere which can be interpreted as a defensive behaviour, i.e. a quick response to danger.
Bensafi’s other researches<ref name=Bensafi2003/> concerned the method of processing fragrances associated with different emotional values (pleasant, unpleasant and neutral). The subjects task was to recognize the fragrance, state whether they were familiar with it, rate its intensity and whether it was pleasant for them. The subjects were asked to perform the task as quick as possible. The order of the performed tasks was different for each subject. In each task three fragrances (pleasant, unpleasant and neutral) were presented to the subjects. The study concluded that unpleasant fragrances were rated faster than pleasant or neutral fragrances which was particularly noticeable when the fragrance was presented to the right nostril as well as during the affective evaluation.

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