Question

What types of questions are "test subjects" being asked during Dunkin Donuts "Sensory Testing Process"?

Answer 1

Sensory marketing is a way of appealing to the senses of the consumers, with an objective of attracting them towards the product. Companies using sensory marketing appeal to the 5 senses of the consumers with their product characteristics.

Dunkin Donuts played with the sensory characteristic of smell on its consumers. They targeted the market base in public transport bus in South Korea. An atomizer was installed in the municipal bus. The atomizer used to release coffee aroma whenever the jingle of Dunkin Donuts played in the bus. This sensory marketing strategy used to engage the consumer’s minds with the relatable smell of coffee, thus attracting the consumers to DD outlets. The sales of DD outlets near bus stops increased by 16% and this creative strategy was well appreciated at the Cannes award for creativity in the year 2012.