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The Right Sensory Mix : Targeting Consumer Product Development Scientifically - Diana Derval

The Right Sensory Mix

Targeting Consumer Product Development Scientifically

Hardcover Published: 19th September 2010
ISBN: 9783642120923
Number Of Pages: 146

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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

About the Author

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 Adjunct Professor of Marketing at the Robert Kennedy College MBA, and teaches Sensory Science and Innovation 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.

Industry Reviews

From the reviews:

"Professor Derval has made this research accessible and understandable in her acclaimed book ... which has been making waves not only in the field of neuroscience, but also in the marketing world, for the past year and a half. ... 'Diana Derval has written the best book ... . Her writing is lively, full of relevant case studies, and rich in insights. No marketing department or new product department must proceed without first reading this book.'" (MMD Newswire, November, 2011)

Introductionp. 1
Introductionp. 1
Why Do Customers Prefer a Product? The Coffee Casep. 2
The Cultural Mythp. 2
Brand Legitimacyp. 3
Triggering Emotionsp. 3
The Market Responsep. 4
Consumer Insights Are on the Tip of the Tonguep. 4
The Secrets of Taste Perceptionp. 4
Tasting Panelsp. 6
Red Bull, the Extreme Tastep. 8
The Coke Zero Paradoxp. 9
Why Rugby Men Should Date Nursesp. 9
Taste Profiles: Business Applicationsp. 10
Sensors, Body, and Brainp. 10
Senses, and Millions of Sensorsp. 10
Stimulus and Responsep. 11
Who's the Boss?p. 12
Sensory Science and Product Developmentp. 12
Generating Groundbreaking Insightsp. 13
Deduction, Induction, and Retroductionp. 13
Observing Personas versus Askingp. 14
Innovation Funnel or Innovation Matrix?p. 17
Inspiration from Other Industriesp. 20
Take-Awaysp. 21
Referencesp. 21
Detecting Profitable Marketsp. 23
Introductionp. 23
What Makes a Market More Attractive? The Sound System Casep. 23
Product Superiorityp. 24
Competitive Benchmarkingp. 24
Consumers Barriers and Motivationsp. 25
The Valley of Illusionp. 25
Amplifying Consumers' Listening Experiencep. 26
The Secrets of Sound Perceptionp. 26
Dutch Railways (NS), Music Soothes Waiting Travelersp. 32
Music Preferences: Are You Pop or Classical?p. 32
Shazam Music: You Name It!p. 36
Amplifier Profiles: Business Applicationsp. 36
Immune System and Sensory Perceptionp. 37
The Tenth Sense: the Sense of Dangerp. 37
Why Would Spock Hate Yellow?p. 37
What is the Difference Between a Nerd?p. 38
Sensory Alert Codes and Product Designp. 39
Spotting Business Opportunitiesp. 41
Consumers versus Non-Consumersp. 41
Must Have versus Nice to Havep. 44
Substitution Products and Market Attractivenessp. 44
Opportunity or Feasibility Study?p. 45
Take-Awaysp. 47
Referencesp. 47
Predicting Consumers' Behaviorp. 49
Introductionp. 49
How Well Will a Product Sell? The Detergent Casep. 49
The Purchasing Intention Trapp. 49
A Tendency to Overperformp. 50
Importance of the Sensory Contextp. 50
The Essence of a Substitution Productp. 51
Passing Consumers' Smell Testp. 51
The Secrets of Smell Perceptionp. 51
Sofitel Amsterdam The Grand Carousel of Sensesp. 59
A Popular Scent: Häagen Dazs Vanilla Ice-Creamp. 61
Predicting Scents Preferencesp. 62
Male, Female, and Chickenp. 64
Genetics and Hormonesp. 65
Women are from Mars and Men from Venusp. 66
Innate Versus Acquiredp. 67
Toy Storyp. 69
Targeting Consumers with the Hormonal Quotient™ (HQ)p. 70
Limits of the 'One-Size-Fits-All' Approachp. 70
Sensors and Segmentationp. 72
Consumers are Unique but Predictable!p. 72
Hormonal Quotient™ (HQ) and Multisensory Perceptionp. 73
Take-Awaysp. 74
Referencesp. 75
The Right Sensory Mixp. 77
Introductionp. 77
What Makes Consumers Switch to Another Product? The Hair Casep. 77
The Price Fairy Talep. 78
Unmet Requirementsp. 78
Birds of a Feather Flock Togetherp. 79
The Painful Truthp. 79
Adding a Magic Touch to Consumers' Experiencep. 80
The Secrets of Touchp. 80
Do Mosquitos Like You?p. 86
La Favorite, Divans for Divasp. 87
Blacksocks.com, When Socks Become a Luxury Servicep. 87
Touch Profiles: Business Applicationsp. 90
Health, Well-being, and Lifestylep. 90
Perception and Purchasep. 90
Ayurveda, The Sense of Digestionp. 91
The Right Vibesp. 92
Becoming Consumers' BFFp. 93
Designing Products: the Sensory Profilesp. 94
It is All About User Experiencep. 94
Matching Products and Profilesp. 97
Core versus Peripheral Featuresp. 98
Designing and Testingp. 99
Take-Awaysp. 100
Referencesp. 100
Increasing the Innovation Hit Ratep. 103
Introductionp. 103
Where is the Market Going? The Real Estate Casep. 103
Who is the Expert?p. 104
Moment and Perceptionp. 104
Customers Could be Anybodyp. 105
Market Prospectivep. 105
Making Your Customers' Day, and Night!p. 106
The Secrets of Visionp. 106
Carl Zeiss Vision: You Will Not Believe Your Eyes!p. 115
Putting Things into Perspective?p. 115
Vision Profiles: Business Applicationsp. 118
Björn Borg, the Wimbledon of Funky Underwearp. 120
Hormonal Quotient™ (HQ) and Favorite Colorp. 122
The Future of Neurosciencesp. 123
Science Versus Statisticsp. 123
Brain Specialization and Developmentp. 123
The Brain Mapping Frenzy: From 'Where' to 'Why'p. 124
Disease Prevention, Vocation Finder, Dating, and Morep. 125
Planning Success: the Innovation Roadmapp. 125
Crystal Ball Versus Crystal Clearp. 125
The Expert and the Foolp. 126
'Leadertips' to Winning Innovationp. l28
Hormonal Quotient™ (HQ), Leadership, and Innovationp. 129
Take-Awaysp. 135
Referencesp. 135
About the Authorp. 139
Conclusionp. 141
Indexp. 143
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9783642120923
ISBN-10: 364212092X
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 146
Published: 19th September 2010
Publisher: Springer-Verlag Berlin and Heidelberg Gmbh & Co. Kg
Country of Publication: DE
Dimensions (cm): 24.0 x 15.62  x 1.27
Weight (kg): 0.37

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