Parallel session

Bridging the gap between sensory and consumer

Time session: 11.25 - 12.00

Who are the speaker?

  • Name
    Stan Knoops &
    James Gater
  • Company
  • Job title
    Director Global CI category &
    Regional Sensory Manager

Stan Knoops has almost 20 years’ experience at the creative interface of Sensory, Marketing and consumer behavior. 10 years at IFF, and 7 years at Unilever. He has degrees in Food Science, Marketing, and economics. Currently, Stan is heading up the global fabric insight team at International Flavor & Fragrances (, with a personal mission to make the world smell better.

James Gater is the Regional Sensory Manager for IFF, providing support and guidance across the complete product cycle from ideation to manufacturing. With experience across agency, academia and B2B organizations, James strives to investigate and explore new and innovative approaches that help us understand how products are experienced.

Bridging the gap between sensory and consumer

IFF needs to innovate in order to maintain market leadership. Understanding what consumers prefer is critical for successful innovation. Consumer perceived complexity in fragrances has been found to be crucial in many everyday contexts for measures of preference and also beauty.

In order to bridge the gap between consumer and sensory research we propose to use shapes in our sensory panels to describe the consumer perceived complexity in fragrances.

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