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Présentation de l'éditeur :
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 it 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 millions of sensors monitoring their body and brain. People with more taste buds are for instance sensitive to bitterness and 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 customers behavior and preferences, Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product, Fine tune their positioning and offering for every local market, Systematically increase their innovation hit rate.
Biographie de l'auteur :
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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- ÉditeurSpringer
- Date d'édition2014
- ISBN 10 3642423892
- ISBN 13 9783642423895
- ReliureBroché
- Nombre de pages160
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The Right Sensory Mix: Targeting Consumer Product Development Scientifically by Derval, Diana [Paperback ]
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The Right Sensory Mix: Targeting Consumer Product Development Scientifically
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Description du livre Paperback. Etat : Brand New. 2010 edition. 160 pages. 9.25x6.10x0.40 inches. In Stock. N° de réf. du vendeur x-3642423892
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Right Sensory Mix : Targeting Consumer Product Development Scientifically
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Description du livre Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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 160 pp. Englisch. N° de réf. du vendeur 9783642423895
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The Right Sensory Mix. Targeting Consumer Product Development Scientifically.
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ISBN 13 : 9783642423895
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Description du livre Etat : New. This book discusses neuroendocrinological research showing that consumers 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. Num Pages: 146 pages, biography. BIC Classification: KJM; KJS. Category: (P) Professional & Vocational. Dimension: 235 x 155 x 9. Weight in Grams: 256. . 2014. Paperback. . . . . N° de réf. du vendeur V9783642423895
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