July 2016

Immer der Nase nach

Hamburger Wirtschaft 07/2016 - Manche Gerüche nehmen wir kaum wahr. Im Unterbewusstsein entfalten sie dennoch eine große Wirkung. Unternehmen machen sich das zunutze – mithilfe von Duftmarketing.

Jean-Baptiste Grenouille, die Hauptfigur in Patrick Süskinds Roman „Das Parfum“, mordet, um den perfekten Geruch zu erschaffen: „Hunderttausend Düfte schienen nichts mehr wert vor diesem einen Duft. Dieser eine war das höhere Prinzip, nach dessen Vorbild sich die anderen ordnen mussten. Er war die reine Schönheit“, beschreibt Grenouille das erste Zusammentreffen mit einem Mädchen, das ihm dann zum Opfer fiel. Nach 25 Morden steht der Einsied- ler mit dem übermächtigen Geruchssinn inmitten einer Menschenmenge vor der Guillotine. Aber kurz bevor seine Todesstrafe vollstreckt wird, öffnet er den Flakon mit dem über viele Jahre hinweg entwickelten Duft – und wird dadurch von einem Moment zum anderen vom gehassten Mörder zum Angebeteten. Doch wie viel hat dieses Szenario, das Süskind in seinem Roman skizziert, mit der Realität zu tun? Kann etwas Unsichtbares wirklich eine so gewaltige Wirkung entfalten? Fakt ist: Gerüchen können wir nicht entgehen. Und genau das nutzen Unternehmen im Rahmen des Duftmarketings für sich.

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Düfte rufen innerhalb von Millisekunden Erinnerung wach
Zudem verarbeitet unser Gehirn die über den Geruchssinn gewonnenen Informationen anders. „Bei vier Sinnen denken wir, bevor wir reagieren, denn wir verarbeiten die Informationen eher mit den fürs logische Denken zuständigen Gehirnarealen“, erklärt Franke. „Ganz anders ist das beim Riechen.“ Die olfakto- rischen Reize gehen direkt – und damit ohne Umweg über das Bewusstsein – ins limbische System, das für Gefühle verantwortliche Hirnareal. „Ein Duft löst innerhalb von Millisekunden Emotionen aus. So entstehen Déjà-vus“, so Petersen. „Signature-Effekt nennt es der Parfümeur, wenn sich ein Duft de facto ins Gedächtnis eingebrannt hat.“ Gezielt eingesetzte Düfte beeinflussen uns, ohne dass wir es merken. Und wenn es einem Unternehmen gelingt, einen bestimmten Geruch mit einem angenehmen Konsumerlebnis zu verbinden, wirkt sich das positiv aus. So kann unter anderem die Verweildauer in Geschäften und Restaurants erhöht werden, was wiederum den Verkauf fördert. Welcher Duft was bewirkt, das hängt vom Alter und Geschlecht, von den bisher gemachten Erfahrungen und von der kulturellen Prägung ab. Bei Düften gibt es nämlich klare länderspezifische Vorlieben, wie sich zum Beispiel an Reinigungsmitteln gut erkennen lässt. „In Deutschland ist Zitrusduft der Verkaufsschlager, in Mitteleuropa steht Kräutergeruch für Sauberkeit und in Asien wird Zitronengras bevorzugt“, erzählt Susanne Maisch. Sie ist Geschäftsführerin der EARSandEYES GmbH, einem Markt- und Trendforschungsunternehmen.

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Silke Schwartau, Leiterin der Abteilung für Ernährung und Lebensmittel bei der Verbraucherzentrale Hamburg, sieht Duftmarketing dennoch kritisch. Sie fordert eine Kennzeichnungspflicht für Einrichtungen, die beduftet werden. Das würde jedoch einen erheblichen bürokratischen Aufwand bedeuten. „Allergiker sind die eigentlich Geschädigten, denn die Düfte sind in der Luft analytisch kaum nachweisbar und Kontrollbehörden wie die Lebensmittelüberwachung können nur schwer dagegen vorgehen“, sagt Schwartau. Beschwerden und Kundenbitten lägen ihr schon einige vor. Unternehmen schrecken solche Forderungen noch nicht ab. Ob im Einzelhandel, der Gastronomie, Hotellerie oder bei Fitness- und Wellnesseinrichtungen: „Es gibt eine stetig steigende Nachfrage, den Geruchssinn aktiv für Marketingzwecke zu nutzen“, erzählt die Trendforscherin Susanne Maisch. Aber öffentlich darüber reden, das möchte kaum einer. <...>

Lesen Sie die gesamte Mitteilung in der Printausgabe oder hier

Virtual Shelf

With our 3D shelf, we simulate the PoS more realistically than ever before. This saves you not only a lot of time, but above all a lot of money. We explore the potential of your design alternatives with our "best-in-class" shelf. We simulate real purchasing decisions at the PoS for you quickly, simply and affordably. Thanks to 3D technology, individual products can be removed from the shelf with the mouse and viewed from all sides.

This way you can test how your product comes across in a very realistic setting with real competition. Our shelf test delivers valid results within a few days even for large sample sizes and difficult target groups – and that at comparatively low costs.

The virtual implementation makes design modifications and optimisations quick and easy, all without the normally high associated costs of prototypes and dummies.

More about our fields of research and research tools

Mindjournal

Knowledge of the needs, habits, attitudes, motives and expectations of consumers is fundamental to developing new ideas and solutions. That's why we at EARSandEYES have developed numerous tools to accompany your target group throughout its day.

Since more and more consumers are equipped with terminal devices these days, we have developed our "Mindjournal" app for authentic investigations in the here and now. For precise and unfiltered, spontaneous statements in response to situationally posed questions. Whether auditory or visual input, numerous help functions make it easier for the respondent to react immediately, regardless of the place and situation. Situational, emotional, honest. As close to the consumer's everyday life as possible.

More about our fields of research and research tools

Systematic innovation management

With EARSandEYES, you benefit from systematic innovation management through the combined methods of trend and market research. In partnership with you, we draw up consumer and market insights that are relevant for you, identify future fields of innovation for you and, together with you, develop specific products and services on the basis of this. For you, this produces solutions that can be implemented for your brand and are the result of reliable bases for decision making, while the risk of unsuccessful innovation is minimised. With this unique combination of methods in the innovation circle of market and trend research, we achieve the best for your company and its brand.

Children and youth

We are concerned not only with autonomous consumers with enormous purchasing power, but also with manipulators and co-decision-makers when it comes to adults' reasons to buy. You as a company therefore do well to establish your brand in this target group as early as possible, for the process of cementing brand loyalty is taking place ever earlier and we're talking about the consumers of the future.

That's why we decided as early as 1998 - as the first institution ever - to give child and youth market research its own online platform. Besides age-appropriate text and child-oriented display of questions, our avatar, "Scanny," helps the youngest participants by reading the questions aloud and lending assistance in answering the survey.

More about our fields of research and research tools

We wish you a merry Christmas

As the year draws to an end, we can look back on a great deal of progress at EARSandEYES. We have expanded our team and areas of expertise, we have conducted fascinating studies for many loyal and new customers and we have developed entirely in line with our wishes and plans. And all of this in new offices with a beautiful view over Hamburg. We are feeling glad and cheerful.

We thank you for your trust and our wonderful working relationship and wish you and your loved ones a merry Christmas and a healthy, peaceful and successful New Year.

Custom design

Every company is different, every company is concerned with different questions. That's why every customer has a right to an individual examination of their question. That's why we have no 'off the shelf' products.

Our thinking project managers, our years of experience in market research and our portfolio of a variety of tools make it possible to develop custom-made questionnaires to answer your precise question comprehensively and expediently. Naturally, we also have tried-and-tested standard surveys and tools - but we use them flexibly, not rigidly, and always keep our eye on the goal of generating the best results for our customers.

What you can also expect from us

Access pools

We use our own platforms to recruit and manage these access pools, which are of excellent quality thanks to careful nurturing and a variety of measures for identifying and reviewing the target persons. Highly specialised target groups can also be recruited from these EARSandEYES online access pools in sufficient numbers.

Naturally, we also work in numerous other European, Asian, South and North American and some African countries and in Australia. In these countries, we cooperate with well-known panel operators with whom we have amassed years of good experiences.

Another first in the German market research landscape is our own child access pool that makes it possible to survey children and youth aged 4 to 15 years.

What you can also expect from us

Almost every fourth person avoids certain foods

Gluten-free rolls, only lactose-free milk: According to a SPIEGEL ONLINE survey, 23 per cent of Germans complain of food intolerances. People who are not affected often have little understanding of this.

23 per cent of Germans avoid certain foods because they say they do not tolerate them. This is one of the results of a representative survey conducted by the market research institution Ears and Eyes on behalf of SPIEGEL ONLINE. 2,450 people aged 18 to 65 provided information on the subject of food intolerances and allergies. 567 stated that there are some foods they never or only rarely eat because they do not tolerate them.

To publication

To article with video

Our presentations

This year, too, we were represented at the market research trade fair again in Munich in October 2014 with our stall and two presentations.

If you are interested in one or both presentations, please contact us. You'll receive your login data for the download from us.

Workshop 1
"New methods for generating insights in the health market - a case study for Klosterfrau."


Workshop 2
"Many questions? And yet short interviews! On modularisation and data mining."


Contact and download
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About us

EARSandEYES GmbH

Oberstraße 14 B
D-20144 Hamburg
Telephone: +49 40 822240 0
Fax: +49 40 822240 440
Email: info@earsandeyes.com

Managing director: Susanne Maisch, Frank Lüttschwager

Registry Court: District Court of Hamburg
Commercial Register entry: HRB 76621
Value-added tax identification no.: DE 812919940

Data security officer: Ulrike Spanknöbel, Oberstraße 14 B, 20144 Hamburg

Concept & text: Alexander Maisch
Design: Claudia Hulboj
Film: ad.quarter

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Contact and arrival

EARSandEYES GmbH

Oberstraße 14 B
D-20144 Hamburg

Telephone: +49 40 822240 0
Fax: +49 40 822240 440

Email: info@earsandeyes.com

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Oberstraße 14 B
20144 Hamburg

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