The emotional experience
    of scent
    NeuroScent Test

    Scent has a direct influence on emotions, memories, and decisions, often without conscious processing. With our NeuroScent Test, you measure the brain’s immediate responses to scents and scent concepts. This reveals which scent creates the right emotional impact.

    NeuroScent Test
    "Smell is the most emotional of all our senses"
    Rachel Herz, Neuroscientist - The psychology of smell

    Scent as a powerful marketing tool

    Of all the senses, scent is most directly connected to emotional processing, motivation, and memory. Because of this, scents work:

    • Unconsciously and extremely fast
    • Highly emotional
    • Strongly memory-evoking

    This makes scent one of the most underestimated, yet most powerful brand assets. The right scent can:

    ✓ Strengthen positive associations
    ✓ Enhance product experience
    ✓ Increase the sense of premium quality
    ✓ Boost purchase intention
    ✓ Make brands more memorable

    More and more brands are consciously using scent, but the key question remains: which scent works for your brand, category, or product?

    That is exactly what you test with the NeuroScent Test!

    What does a NeuroScent Test deliver?

    ✔ Choose the scent with the greatest commercial impact.
    Discover which scent truly influences behavior.

    ✔ Understand the unconscious experience of your scent.
    Which emotions does your scent evoke? Is it energizing, calming, premium, familiar, or perhaps even risky?

    ✔ Optimize product formulations and scent marketing.

    ✔ Develop or validate your scent signature.
    Which scent fits your brand DNA and activates the right emotions?

    ✔ Prevent market failures.
    Many scents are developed based on panel research, but panel participants often struggle to articulate their unconscious preferences. The NeuroScent Test measures the effects of scent as the brain experiences them, not as people say they experience them.

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    An Olfactometer

    How does the NeuroScent Test work?

    The NeuroScent Test uses fMRI in combination with controlled scent delivery through a professional olfactometer (an instrument used to measure and analyze scents).

    Step 1 – Select the scents and context

    Step 2 – Scent presentation via an olfactometer

    Using a multi-channel olfactometer (as used in academic scent research), scents are delivered with precision and consistency.

    Step 3 – fMRI with 3D Brain Rating™

    During the scent presentation, we measure activity in different brain regions that determine, among other things, valuation, motivation, emotion, reward, and aversion.

    Step 4 – Analysis & ranking

    Step 5 – Results & advice

    You receive a comprehensive report with a clear ranking of all scents, insights per emotional dimension, advice per product category, and recommendations for the ideal scent or scent line.


    We take the work off your hands

    Ease and convenience are an important starting point for us. After discussing the research question, you only need to provide the stimulus. We take care of the rest.

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    Martin de Munnik

    Co-founder & Business Developer

    Want to learn more about the NeuroScent Test?

    Contact Martin
    Martin de Munnik

    Andries van der Leij

    Head of Research & Development

    Want to learn more about our research techniques?

    Contact Andries
    Andries van der Leij Neurensics
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    Are you interested and do you have questions about how the NeuroScent Test could work for your company or organization? Then get in touch with Martin.

    Martin de Munnik

    Martin de Munnik
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    Do you have questions about the research techniques used by Neurensics? Then get in touch with Andries.

    Andries van der Leij Neurensics

    Andries van der Leij
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