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The Right Sensory Mix - Diana Derval

The Right Sensory Mix

Targeting Consumer Product Development Scientifically

(Autor)

Buch | Softcover
XIV, 146 Seiten
2014 | 2010
Springer Berlin (Verlag)
978-3-642-42389-5 (ISBN)
CHF 74,80 inkl. MwSt
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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.


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 hundredsof 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

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.

Coming to Our Senses.- Detecting Profitable Markets.- Predicting Consumers Behavior.- The Right Sensory Mix.- Increasing the Innovation Hit Rate.

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)

Erscheint lt. Verlag 14.10.2014
Zusatzinfo XIV, 146 p.
Verlagsort Berlin
Sprache englisch
Maße 155 x 235 mm
Gewicht 254 g
Themenwelt Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Schlagworte Behavioral Neuromarketing • Design • Development • Marketing • New Product Development • Product design • Sensory Science • User Experience • User Experience (UX)
ISBN-10 3-642-42389-2 / 3642423892
ISBN-13 978-3-642-42389-5 / 9783642423895
Zustand Neuware
Informationen gemäß Produktsicherheitsverordnung (GPSR)
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