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Swift Research Lines Up Noses for Panel
In the UK, Swift Research has recruited a select team of Yorkshire women to help manufacturers assess the most attractive fragrances for their products.
Before giving their verdicts on a variety of fragrances destined for household products, each panel member has to pass a series of tests to ensure that their sense of smell is more highly developed than the norm. Testers are also selected on the basis of age, social and working status.
They are then required to smell the fragrance, evaluate the scent and link it to a colour and a picture from a selection of photographs, recording their responses on a laptop computer. For example, according to one of the testers, if the smell is fruity - like banana or pineapple - she immediately thinks of the colour yellow, and then the picture of a family sitting round a campfire on the beach.
The process is managed by Swift's inner:visions sensory centre, which helps national and international companies identify the most popular fragrances. Food, drink, detergents and perfumes are developed using the information provided by the panel.
The firm's Project Co-ordinator Selina Skinner explained: 'Only a small proportion of people have the highly developed sense of smell that we need. The information that we supply our clients is vital to ensure that the new products are successful and justify the investment behind their development and launch.'
The Wetherby-based firm, which was establishment in 1985, employs more than 65 permanent staff and has turnover in excess of £3.5 million, is online at www.swift-research.co.uk.
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