Sometimes, in this technological age, we forget that we still navigate our lives using our five senses. However, sophisticated we become, scent, taste, sound, touch and sight inform the way we feel about people, places and products every moment of every day.

The secrets of the sense of smell and the way it works remain elusive and its effects are emotionally complex. In the context of using fragrance, emotion means wanting to feel relaxed, invigorated, happy, good about yourself and attractive.

Our approach is to find complementary ways to capture the many links that people make between fragrance and feelings. Then we can understand what they mean when they tell us a smell is 'relaxing'. Sensory analysis and market research are two major disciplines that enable measurement of human responses to sensory stimuli. Both rely on well-researched, rigorous techniques and a fundamental understanding of the variability involved in working with human responses.

The results are synergistically and combined with powerful statistical techniques to quantify the odour relationships between different products or perfumes. The results enable subjective associations such as 'relaxing' to be interpreted as an odour. In effect, we have created a range of powerful research tools that can actually measure feelings.