Valerie’s War Story: Rank order
This story comes to us courtesy of Valerie Green, Research & Strategy Manager at Teague.
I was recently working on an air freshener project. It’s important to note at the onset that I live in Seattle, enjoy fresh air most of the year, and don’t favor perfumes or fragrances in my home. So it was already a bit of torture to go into three homes a day over the course of a week and smell all these strong, artificial fragrances. Most participants used multiple air fresheners in the home, and they would spray the air fresheners multiple times during the interviews. As the lead interviewer I would of course participate, sniffing the air appreciatively when they exclaimed how much they loved the scents.
The types of people who use air fresheners in their home like to create welcoming home environments, so most of the homes we visited were nicely kept up and relatively organized. Nancy’s (not her real name) home was a different story. We walked into a wall of stink. At first I wasn’t sure where it was coming from, but shortly after the interview started Nancy told me her three small dogs were indoor dogs (as if there is such a thing). In this case, it meant that they peed and pooped indoors. That’s when I noticed a pee pad in a corner, while other people on the interview noticed some poop indoors. I figured this would be a short interview.
The saddest thing is that Nancy, like the other participants, talked about wanting her home to smell good for herself and guests, and how much she loves air fresheners! It would have been incredibly awkward and inappropriate to say anything, so I kept my mouth shut and just nodded in affirmation…