At the ESOMAR Qualitative 2011 Conference in Vienna, Oliver Schieleit, Managing Director Berlin at H,T,P, Concept and Massimo Cealti, Symrise France, presented their paper “Inspiring the senses – How innovation in the sensory business can benefit from a new angle on research. And: how future qualitative research can learn from sensory!”.
This paper critically discusses the status quo of consumer research in the sensory industry. Based on a case study in the oral care category, the authors advocate a rethinking of current research paradigms in the industry and suggest an interdisciplinary and multi-perspective angle on ‘researching the senses’. While criticising current sensory research, the paper at the same time calls for ‘researching with all senses’ as the future leitmotif and concept of research at large.
Oliver Schieleit is Managing Director Berlin at H,T,P, Concept and has been with the company since 2001. He holds an M.A. in political science, communications science and applied cultural studies. Since Oliver has been with H,T,P, Concept he has gathered vast experience in all different areas of research – from brand diagnostics and consumer insight research to ethnography, co-creation workshops and online research. His particular areas of expertise are food and beverage brands, luxury brands, new technologies and hybrid research approaches – in this context Oliver recently has developed an enthusiasm for doing ‘research with all senses’.