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The Right Sensory Mix

The Right Sensory Mix

Targeting Consumer Product Development Scientifically
 Previously published in hardcover
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This book discusses neuroendocrinological research showing thatconsumers can differ in biological perceptions of the same stimulus. The text includes case studies from top brands, and offers groundbreaking techniques for product developers and managers.
99
Coming to Our Senses.- Detecting Profitable Markets.- Predicting Consumers Behavior.- The Right Sensory Mix.- Increasing the Innovation Hit Rate.
Berry-AMA Book Prize FINALIST 2011!

"The Right Sensory Mix" is one of the four best marketing books in 2011 according to the American Marketing Association Foundation.

The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and recognizes books whose innovative ideas have had significant impact on marketing and related fields. For additional information about the Berry-AMA Book Prize, visit Berry-AMA Book Prize.

Why do some people drink black coffee and others stick to tea?

Why do some people prefer competitors' products?

Why do we sell less in this country?

Many companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that consumers are rational: They just have a different biological perception of the same stimulus! Their preferences, behavior, and decisions are strongly influenced by the hundreds of millions of sensors monitoring their body and brain. People with more taste buds are for example sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea.

After reading the book, managers will be able to:

- Understand and predict consumers' behavior and preferences

- Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product

- Fine-tune their positioning and product range for every local market

- Systematically increase their innovation hit rate

Mehr zum Thema

    Behavioral Neuromarketing; New Product Product Design; Sensory Science; User Experience; Design; development; marketing

Produktdetails

Autor: Diana Derval
ISBN-13: 9783642423895
ISBN: 3642423892
Einband: Previously published in hardcover
Seiten: 160
Gewicht: 254 g
Format: 236x156x12 mm
Sprache: Englisch
Autor: Diana Derval
Prof. Diana Derval is President and Research Director of DervalResearch, global market research firm specializing in human perception and behavior, and Chair of the Board of Directors of the Better Immune System Foundation. Visionary researcher, inventor of the Hormonal QuotientTM, member of the Society for Behavioral Neuroendocrinology, and author regularly featured in the media, Diana Derval turns fascinating neuroscientific breakthroughs into powerful business frameworks to identify, understand, and predict human traits, motivations, and behavior. She has accelerated the development of Fortune 500 firms including TomTom, Michelin, HP, Philips, Sara Lee, and Danone. Diana Derval is Professor of Marketing and Innovation at the University of Wales MBA/Robert Kennedy College, and teaches Sensory Science at ESSEC Paris-Singapore Business School, and at the University Leonard de Vinci. Over 10,000 professionals enjoyed her inspirational lectures and workshops from Chicago to Shanghai.

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Autor: Diana Derval
ISBN-13:: 9783642423895
ISBN: 3642423892
Erscheinungsjahr: 14.10.2014
Verlag: Springer Berlin Heidelberg
Gewicht: 254g
Seiten: 160
Sprache: Englisch
Auflage 2010
Sonstiges: Taschenbuch, 236x156x12 mm