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Sensory Research Centre Opens in Singapore
German fragrance and flavourings manufacturer Symrise has opened a Sensory and Consumer Science Centre in Singapore, which includes rooms for focus groups, panel-training rooms and individual sensory-test booths.
Utilising the latest technology as well as tried and tested quant and qual approaches including central-location and home-use tests, online surveys and focus groups, the company says its new centre will provide insights into the opinions and preferences of Asia Pacific consumer groups which will help it tailor new products to the market. The company plans expansion in the region, which last year produced 18.9% of its sales.
The unit was opened by CEO Dr Gerald Linzbach and Global President of the Flavour and Nutrition division Dr Heinz-Jürgen Bertram. Says Linzbach: 'As a region, Asia is essential to the global Symrise group, which is why it is the perfect place for us to keep expanding our outstanding expertise in the field of sensory and consumer research.'
Symrise says its researchers make use of innovative methods for sensory marketing and consumer segmentation, including 'freak groups', 'mimic testing' and indicative consumer panels.
The new research centre is part of the worldwide Symrise Sensory & Consumer Science network and complements the existing regional centers in Europe / Africa / Middle East, North America and South America. In addition to its regional centres, the company works with a global network of universities, market research institutes and agencies. It is online at www.symrise.com.
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