Givaudan (formerly Quest International) designs, creates, manufactures and supplies fragrances for every imaginable type of product, from deodorants to fabric conditioner, toilet soap to toilet cleaner, fine fragrance to air fresheners. Lake was commissioned to recruit respondents who have an interest in (1) perfume and (2) oral care products. Lake designed a recruitment questionnaire to ensure the respondents fitted the criteria required such as non smokers, no allergies, no known smell or taste defects. Respondents were required to take part in a test session of approximately one hour duration whereby head electrodes measured their brain activity when smelling fragrances or other stimuli (process known as “beaming”). Lake has since recruited samples of males respondents for testing a variety of mens products on site.