S2 E23 - The Fragrance Factor:Decoding Consumer Emotions with Ayesha Lulla | TCCP

Описание: In this episode of The Collaborative Canvas Podcast, host Ankesh Saxena sits down with Ayesha Lulla, Senior Lead at Quantum Consumer Solutions, to explore the fascinating world of fragrance-driven consumer insights. From subconscious scent associations to cultural nuances across Southeast Asia, Ayesha shares her groundbreaking Fragrance Language Framework and how brands can harness scent as a distinctive brand asset.

Discover how the Sensory model dives deep into three levels of fragrance perception — from top-of-mind reactions to emotional and cultural meanings — and why what people say they love isn’t always what they choose.

If you’re in branding, marketing, product development, or sensory research, this episode is packed with practical insights and inspiring case studies that will make you rethink the power of scent.

🔔 Subscribe for more thought-provoking conversations on branding, strategy, and consumer psychology.

📌 Have questions for Ayesha? Drop them in the comments — we’ll make sure they reach her!

Podcast Chapters & Timelines
[00:00] – Intro: The Sensory Side of Consumer Insights Ankesh Saxena welcomes Ayesha Lulla to discuss the "Fragrance Factor" and how scents influence consumer behavior.

[01:48] – Fragrance First: More Than Just a Product Add-on Ayesha explains why brands should prioritize fragrance during innovation rather than treating it as an afterthought.

[03:14] – The Complexity of Scents: Why We Lack Words for Smell A deep dive into why fragrance is the most difficult sense to articulate and how it differs from taste or sight.

[04:01] – Cultural Noses: Summer in India vs. the West How geographical and cultural contexts change our perception of scents like lemon and freshness.

[04:52] – Decoding the Subconscious: The Three Levels of "SenseX" Ayesha breaks down the three-layer model used to map consumer thoughts: Top-of-Mind, Synesthesia, and Meaning Systems.

[07:57] – The Blind Test Surprise: Brands vs. Reality A surprising insight: Why consumers often fail to recognize their own preferred fragrance in blind tests.

[09:22] – Distinctive Brand Assets: The Singapore Airlines Case The power of a "signature scent" and how it enhances the customer experience through comfort and recognition.

[11:07] – Mapping Southeast Asia: Why "Plug and Play" Doesn't Work Understanding the diverse sensory perceptions across Indonesia, Malaysia, Vietnam, and Thailand.

[14:45] – The Fragrance Language Framework How to translate emotional needs (like feeling "powerful" or "feminine") into specific fragrance notes.

[16:20] – Bridging R&D and Marketing How the language framework helps technical teams create the right scent while marketing tells the right story.

[18:54] – Advice for Brands: Tapping Into the Consumer Psyche Ayesha’s final advice on expanding in Southeast Asia through localized, emotional, and sensory-led strategies.

[20:17] – Closing: Staying Curious About Insights Ankesh wraps up the conversation and invites viewers to share their questions for Ayesha.

#FragranceMarketing #BrandStrategy #ConsumerInsights #CollaborativeCanvasPodcast #AyeshaLulla #SensoryBranding

🎙️Guest - Ayesha Lulla
Linkedin -   / ayesha-lulla-aa152987  

🎙️Host - Ankesh Saxena
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