NAVIGATOR

The Symrise Navigator™ Center, located in Shanghai, is the Asian center of sensory and consumer research for the Scent & Care division. The core of the Center is the Navigator™, a cutting-edge consumer research system exclusively developed by Symrise. The Navigator™, which is partially software-supported, offers the ideal approach to integrating marketing, customer and market intelligence, and the creative process, making it a unique global tool when it comes to consumer insights and delivering insights and results extending far beyond classic analytical methods. Symrise’s own “Genealogy” optimizes communications between Navigator™ specialists and clients. The Navigator™ enables Symrise and its customers to compare and identify global consumer needs, to predict global trends, and to help position products and brands. In combination with robust analyses and trend data, this leads to tailor-made product concepts and market strategies.

All of Symrise’s consumer insight teams across the globe work with the analytical methods and data of the Navigator™; they also enter new data into the system on an ongoing basis. Using this input from different countries and information on different focus groups, the Navigator™ creates an extensive and statistically valid comparison of consumer needs, which in turn identifies relevant trends on a global or regional scope, across various categories, for regional or global brand or product strategies.

The Navigator™ is focused on the Asian market and on China in particular.  Our objective is to use this tool outside of Asia as well so that we can perform a comprehensive, statistically valid comparison of consumer needs and identify relevant trends – in both cases going beyond any one region or category to generate information that is equally relevant to regional and global branding and product strategies.