Symrise Expands its Sensory and Consumer Science Centre in Singapore
14 August 2007 10:08
Fragrance and flavourings manufacturer Symrise is dramatically expanding its international market research activities by reopening its regional centre in Singapore. In late June 2007, CEO Dr Gerold Linzbach, and the global president of the flavour and nutrition division, Dr Heinz-Jürgen Bertram, conducted the opening of the new sensory and consumer science centre.
The new research centre is part of the worldwide Symrise sensory and consumer science network and complements the existing regional centres in Europe / Asia / Middle East (EAME), North America and South America. The facility is equipped with high-performance statistics programmes, rooms for focus groups, panel-training rooms and individual sensory-test booths; these allow the centre to support all of the Asia-Pacific teams by offering expertise and the newest tools.
ASIA-PACIFIC SENSORY AND CONSUMER RESEARCH
Sensory and consumer research is one of Symrise's core competences, and this area is of vital importance, especially on the Asian growth market with its steadily increasing per-capita income levels.
"As a region, Asia is essential to the global Symrise group, which is why it is the perfect place for us to keep expanding our outstanding expertise in the field of sensory and consumer research, " Linzbach explains. "Despite all of the talk about the global times we live in, it is still incredibly important for companies in our business to have a well-founded understanding of local customs and habits.
"In our experience, these insights can only be established and developed by having intense contact with people on site. The Asia-Pacific market features different cultures, the influences of wide-ranging global trends and a broad spectrum of consumer needs. This offers us prime conditions for learning about people's preferences and turning this information into innovative, successful products. The direct proximity to Asian consumers will help us do this even more effectively in the future."
To understand consumers more thoroughly, innovative new test methods are used in addition to tried-and-true quantitative and qualitative approaches, such as central-location and home-use tests, online surveys and focus groups.
Symrise researchers have demonstrated their ability to 'think outside the box' by pursuing new paths in sensory marketing and consumer segmenting by means of tools such as freak groups, mimic testing and indicative consumer panels.
In addition to its regional centres, Symrise works with a global network of universities, market research institutes and agencies. In keeping with its motto "always inspiring more", its ongoing goal is to be a source of inspiration to its clients and provide consumers with innovative product concepts that consistently offer added value.
For more information on this company:
Symrise - Food Flavourings, Fragrances and Cosmetics
Copyright 2007 SPG Media Limited a subsidiary of SPG Media Group PLC
