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Simple & Pragmatic Problem Solving
#39Chapter 5: Individual Creative Option Generation• Individual Creative Optionscreatively ThinkingIndividual and group Mode30-45 min(quick)

Examine It with the Senses

From the book "Advanced Problem-Solving Toolbox: 115 Creative Plays" | Compiled & Edited by: Mojtaba Goudarzi, Open translation: Mehrshid Goudarzi
Executive Synopsis & Core Logic:

360-degree evaluation of the product or service experience through the lens of each of the five senses to discover invisible annoyances or pure sensory opportunities.

Operational Parameters & Specifications

Category
Individual Creative Options
Dominant Thinking
creatively
Participation
Individual and group
Estimated Timequick
30-45 min
Fast
Input Format
Data of the five senses (sight, hearing, smell, taste, touch)
Output Format
Idea generation
Key Application
restaurant and hotel decoration design, car interior design, luxury packaging and product unboxing experience.
Core Differentiator:

Getting out of abstract thinking and physical evaluation of the customer's atmosphere with the tool of five senses (Sensory Branding).

Quick Field Example:

Sensory audit of a restaurant: modification of soft lighting (visual), soft music (auditory), aroma of fresh coffee (olfactory) and soft texture of the menu (tactile).

Operational Benefits & Implementation Risks

Advantages & Value Creation:

Super intuitive understanding, uncovering hidden environmental frictions not told in interviews, creating deep unconscious loyalty.

Risks & Potential Trade-offs:

Feelings are partly tasteful and dependent on individual differences and require a balanced statistical community for evaluation.

Real-World Organizational & Industry Scenarios

Restaurants and coffee shops: the acoustic setting of the sound, the aroma of the entrance, the softness of the seats and the beauty of the plates.
Automotive and aviation industries: the sound of a car door closing (tactile/auditory) and the smell of natural leather in the cabin.
Retail and chain stores: Designing the sensory experience of face-to-face shopping to counter online competition.

Strategic Rationale & Why to Apply

1Man is a sensory being: buying decisions are formed subconsciously based on 5 emotions.
2Discovering the invisible push factors: Sometimes the unpleasant smell of detergent or the screeching noise of the air conditioner drives the customer away.
3Creating Sensual Brand Differentiation: Brands like Apple were immortalized by the soft opening of the box and the heaviness of metal in the hand.
4Surprising simplicity of implementation: this exercise can be performed immediately at work without any expensive equipment.

Conceptual Framework & Book Method Description

In the "Examine It with the Senses" technique, we scan the environment or item from 5 independent channels:

1. Vision: light, color, visual order. 2. Hearing: noise level, background music, room reverberation. 3. Smell: environmental aroma, the smell of new or old materials. 4. Touch: surface texture, weight, ergonomics and temperature. 5. Taste: the taste of food or the feeling of freshness in the mouth. This scan ensures the sensory harmony of the brand.

Step-by-Step Real-World Implementation Scenario

Scenario: The transformation of the atmosphere of an Italian restaurant with five senses audit
1
Step 1: Sight AuditObservation: The fluorescent light is white and nasty and evokes the feeling of a cheap office cafeteria; Modification: installing warm and dim Edison lights on the tables.
2
Step 2: Auditory Channel Audit (Sound)Observation: The sound of clinking spoons and forks echoes in the kitchen and loud pop music plays; Fix: Playing wooden sound panels and playing soft acoustic music.
3
Step 3: Odor channel audit (Smell)Observation: the smell of frying oil leaked from the kitchen to the hall; Improvement: improved hood suction and gentle diffusion of fresh basil and roasted coffee aroma at the entrance.
4
Step 4: Touch channel auditObserve: greasy laminated menus and hard wooden chairs; Modification: linen cardboard menus with a pleasant texture and the addition of soft fabric cushions.
5
Step 5: Conclusion and returning customersAverage customer sitting time increased by 45 minutes and dessert and appetizer orders grew by 50%, just by aligning the 5 senses.

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