LIONS

A consumer research innovation: in collaboration with two network partners, the Symrise Home Care team has developed a new product and brand positioning tool: LIONS™ "Limbic Insights of Needs and Sensations."

LIONS™ documents emotional responses to brands and products. The system measures emotions with what are known as "limbicons," i.e., archetypal, intuitive symbols based on three fundamental dimensions of human motivation: balance, stimulation and dominance. The system also models interface areas such as “discipline/control,” “fantasy/joy” and “adventure/thrill.”

LIONS™ has consumers assign a given test object – such as various brands within a product category – to the limbicons that reflect their feelings. The result is a “limbic map” on which brands can be positioned based on consumer perceptions.

LIONS™ is particularly relevant for Symrise because it allows the company to integrate current trends, brands and products, as well as the dimensions of "fragrance" and "flavor." In other words, relevant information on trends, fragrances and positioning all merge together in a single tool – a tool that delivers valuable insight and inspiration, both for in-house innovation and for client consulting services.