Using Mind Genomics® to Identify Essential Elements of a Flower Product

The IdeaMap software suite and the concept of Mind Genomics were used to analyze which features of a flower product are influential to consumer perception. By presenting online human subjects with combinations of elements that describe a flower product, a database was created to define how individuals perceive distinct components of an overall flower product. This study was conducted with two separate groups of participants, the first provided by a panelist fielding house and the second administered to an undergraduate introduction to plants and gardening class. The fielding house participants represented various demographic groups throughout the United States and the majority was 40 years of age and older. The undergraduate class participants consisted primarily of white, female students between the ages of 18 and 24 years. Each study participant was exposed to a permutation of flower-based elements derived from six categories: flower color, flower shape, consumer health and wellness, flower fragrance, flower purchase location, and flower use. The results of the two studies illustrated which elementsofeachflowercategoryappealedtodifferent demographics of the populationand were used to identify segments of the population that possessed similar mindsets toward elementsofinterestanddisinterest inregardtoaflowerproduct. Inboththefielding house and student IdeaMap studies, the highest and lowest interest values were for elements from the flower fragrance category, indicating that floral fragrance is an important aspect of flowers with respect to current and future consumer satisfaction. Three distinct segments were identified in each study with the segments being primarily concerned with elements involving olfaction, visual, and other attributes of a flower product.