| 000 | 14161nam a2200397Ia 4500 | ||
|---|---|---|---|
| 001 | 2630 | ||
| 008 | 230305s2010 xx 000 0 und d | ||
| 020 | _a9783642120923 | ||
| 043 | _aes_ES | ||
| 041 | _aspa | ||
| 245 | 4 | _aThe right sensory mix | |
| 260 |
_a _bSpringer, _c2010 |
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| 300 | _axiv, 146 p. : ill. (some col.) ; 24 cm. | ||
| 500 | _atargeting consumer product development scientifically | ||
| 505 |
_aContents _r1 Introduction ........................................ 1-- _r1.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1-- _r1.2 Why Do Customers Prefer a Product? The Coffee Case . . . . . . . 2-- _r1.2.1 The Cultural Myth . . . . . . . . . . . . . . . . . . . . . . . . . . . 2-- _r1.2.2 Brand Legitimacy . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3-- _r1.2.3 Triggering Emotions . . . . . . . . . . . . . . . . . . . . . . . . . . 3-- _r1.2.4 The Market Response . . . . . . . . . . . . . . . . . . . . . . . . . 4-- _r1.3 Consumer Insights Are on the Tip of the Tongue . . . . . . . . . . . 4-- _r1.3.1 The Secrets of Taste Perception . . . . . . . . . . . . . . . . . . 4-- _r1.3.2 Tasting Panels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6-- _r1.3.3 Red Bull, the Extreme Taste. . . . . . . . . . . . . . . . . . . . . 8-- _r1.3.4 The Coke Zero Paradox . . . . . . . . . . . . . . . . . . . . . . . . 9-- _r1.3.5 Why Rugby Men Should Date Nurses . . . . . . . . . . . . . . 9-- _r1.3.6 Taste Profiles: Business Applications . . . . . . . . . . . . . . 10-- _r1.4 Sensors, Body, and Brain . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10-- _r1.4.1 Senses, and Millions of Sensors . . . . . . . . . . . . . . . . . . 10-- _r1.4.2 Stimulus and Response . . . . . . . . . . . . . . . . . . . . . . . . 11-- _r1.4.3 Who's the Boss?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-- _r1.4.4 Sensory Science and Product Development . . . . . . . . . . 12-- _r1.5 Generating Groundbreaking Insights . . . . . . . . . . . . . . . . . . . . 13-- _r1.5.1 Deduction, Induction, and Retroduction . . . . . . . . . . . . . 13-- _r1.5.2 Observing Personas versus Asking . . . . . . . . . . . . . . . . 14-- _r1.5.3 Innovation Funnel or Innovation Matrix? . . . . . . . . . . . . 17-- _r1.5.4 Inspiration from Other Industries . . . . . . . . . . . . . . . . . 20-- _r1.6 Take-Aways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21-- _rReferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21-- _r2 Detecting Profitable Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23-- _r2.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23-- _rxi-- _r2.2 What Makes a Market More Attractive? The Sound System Case 23-- _r2.2.1 Product Superiority . . . . . . . . . . . . . . . . . . . . . . . . . . . 24-- _r2.2.2 Competitive Benchmarking . . . . . . . . . . . . . . . . . . . . . 24-- _r2.2.3 Consumers Barriers and Motivations . . . . . . . . . . . . . . . 25-- _r2.2.4 The Valley of Illusion . . . . . . . . . . . . . . . . . . . . . . . . 25-- _r2.3 Amplifying Consumers' Listening Experience. . . . . . . . . . . . . . 26-- _r2.3.1 The Secrets of Sound Perception . . . . . . . . . . . . . . . . . 26-- _r2.3.2 Dutch Railways (NS), Music Soothes Waiting Travelers . 32-- _r2.3.3 Music Preferences: Are You Pop or Classical? . . . . . . . . 32-- _r2.3.4 Shazam Music: You Name It!. . . . . . . . . . . . . . . . . . . . 36-- _r2.3.5 Amplifier Profiles: Business Applications . . . . . . . . . . . 36-- _r2.4 Immune System and Sensory Perception . . . . . . . . . . . . . . . . . 37-- _r2.4.1 The Tenth Sense: the Sense of Danger . . . . . . . . . . . . . 37-- _r2.4.2 Why Would Spock Hate Yellow? . . . . . . . . . . . . . . . . . 37-- _r2.4.3 What is the Difference Between a Nerd? . . . . . . . . . . . . 38-- _r2.4.4 Sensory Alert Codes and Product Design . . . . . . . . . . . . 39-- _r2.5 Spotting Business Opportunities . . . . . . . . . . . . . . . . . . . . . . . 41-- _r2.5.1 Consumers versus Non-Consumers . . . . . . . . . . . . . . . . 41-- _r2.5.2 Must Have versus Nice to Have . . . . . . . . . . . . . . . . . . 44-- _r2.5.3 Substitution Products and Market Attractiveness. . . . . . . 44-- _r2.5.4 Opportunity or Feasibility Study? . . . . . . . . . . . . . . . . . 45-- _r2.6 Take-Aways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47-- _rReferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47-- _r3 Predicting Consumers' Behavior. . . . . . . . . . . . . . . . . . . . . . . . . . 49-- _r3.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49-- _r3.2 How Well Will a Product Sell? The Detergent Case . . . . . . . . . 49-- _r3.2.1 The Purchasing Intention Trap . . . . . . . . . . . . . . . . . . . 49-- _r3.2.2 A Tendency to Overperform. . . . . . . . . . . . . . . . . . . . . 50-- _r3.2.3 Importance of the Sensory Context . . . . . . . . . . . . . . . . 50-- _r3.2.4 The Essence of a Substitution Product. . . . . . . . . . . . . . 51-- _r3.3 Passing Consumers' Smell Test. . . . . . . . . . . . . . . . . . . . . . . . 51-- _r3.3.1 The Secrets of Smell Perception . . . . . . . . . . . . . . . . . . 51-- _r3.3.2 Sofitel Amsterdam The Grand Carousel of Senses. . . . . . 59-- _r3.3.3 A Popular Scent: Häagen Dazs Vanilla Ice-Cream . . . . . 61-- _r3.3.4 Predicting Scents Preferences . . . . . . . . . . . . . . . . . . . . 62-- _r3.4 Male, Female, and Chicken . . . . . . . . . . . . . . . . . . . . . . . . . . 64-- _r3.4.1 Genetics and Hormones . . . . . . . . . . . . . . . . . . . . . . . . 65-- _r3.4.2 Women are from Mars and Men from Venus . . . . . . . . . 66-- _r3.4.3 Innate Versus Acquired . . . . . . . . . . . . . . . . . . . . . . . . 67-- _r3.4.4 Toy Story. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69-- _r3.5 Targeting Consumers with the Hormonal QuotientTM (HQ) . . . . 70-- _r3.5.1 Limits of the 'One-Size-Fits-All' Approach . . . . . . . . . . 70-- _rxii Contents-- _r3.5.2 Sensors and Segmentation . . . . . . . . . . . . . . . . . . . . . . 72-- _r3.5.3 Consumers are Unique but Predictable! . . . . . . . . . . . . . 72-- _r3.5.4 Hormonal QuotientTM (HQ) and Multisensory Perception 73-- _r3.6 Take-Aways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74-- _rReferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75-- _r4 The Right Sensory Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77-- _r4.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77-- _r4.2 What Makes Consumers Switch to Another Product?-- _rThe Hair Case. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77-- _r4.2.1 The Price Fairy Tale . . . . . . . . . . . . . . . . . . . . . . . . . . 78-- _r4.2.2 Unmet Requirements . . . . . . . . . . . . . . . . . . . . . . . . . . 78-- _r4.2.3 Birds of a Feather Flock Together. . . . . . . . . . . . . . . . . 79-- _r4.2.4 The Painful Truth . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79-- _r4.3 Adding a Magic Touch to Consumers' Experience . . . . . . . . . . 80-- _r4.3.1 The Secrets of Touch . . . . . . . . . . . . . . . . . . . . . . . . . 80-- _r4.3.2 Do Mosquitos Like You?. . . . . . . . . . . . . . . . . . . . . . . 86-- _r4.3.3 La Favorite, Divans for Divas . . . . . . . . . . . . . . . . . . . 87-- _r4.3.4 Blacksocks.com, When Socks Become a Luxury Service . 87-- _r4.3.5 Touch Profiles: Business Applications . . . . . . . . . . . . . . 90-- _r4.4 Health, Well-being, and Lifestyle . . . . . . . . . . . . . . . . . . . . . . 90-- _r4.4.1 Perception and Purchase . . . . . . . . . . . . . . . . . . . . . . . 90-- _r4.4.2 Ayurveda, The Sense of Digestion . . . . . . . . . . . . . . . . 91-- _r4.4.3 The Right Vibes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92-- _r4.4.4 Becoming Consumers' BFF . . . . . . . . . . . . . . . . . . . . . 93-- _r4.5 Designing Products: the Sensory Profiles . . . . . . . . . . . . . . . . . 94-- _r4.5.1 It is All About User Experience . . . . . . . . . . . . . . . . . . 94-- _r4.5.2 Matching Products and Profiles . . . . . . . . . . . . . . . . . . 97-- _r4.5.3 Core versus Peripheral Features . . . . . . . . . . . . . . . . . . 98-- _r4.5.4 Designing and Testing . . . . . . . . . . . . . . . . . . . . . . . . . 99-- _r4.6 Take-Aways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100-- _rReferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 100-- _r5 Increasing the Innovation Hit Rate . . . . . . . . . . . . . . . . . . . . . . . . 103-- _r5.1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . |
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_r103-- _r5.2 Where is the Market Going? The Real Estate Case . . . . . . . . . . 103-- _r5.2.1 Who is the Expert? . . . . . . . . . . . . . . . . . . . . . . . . . . . 104-- _r5.2.2 Moment and Perception . . . . . . . . . . . . . . . . . . . . . . . . -- |
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_r104-- _r5.2.3 Customers Could be Anybody . . . . . . . . . . . . . . . . . . . 105-- _r5.2.4 Market Prospective . . . . . . . . . . . . . . . . . . . . . . . . . . . 105-- _r5.3 Making Your Customers' Day, and Night! . . . . . . . . . . . . . . . . 106-- _r5.3.1 The Secrets of Vision . . . . . . . . . . . . . . . . . . . . . . . . . 106-- _rContents xiii-- _r5.3.2 Carl Zeiss Vision: You Will Not Believe Your Eyes! . . . 115-- _r5.3.3 Putting Things into Perspective? . . . . . . . . . . . . . . . . . . 115-- _r5.3.4 Vision Profiles: Business Applications. . . . . . . . . . . . . . 118-- _r5.3.5 Björn Borg, the Wimbledon of Funky Underwear . . . . . . 120-- _r5.3.6 Hormonal QuotientTM (HQ) and Favorite Color . . . . . . . 122-- _r5.4 The Future of Neurosciences. . . . . . . . . . . . . . . . . . . . . . . . . . 123-- _r5.4.1 Science Versus Statistics . . . . . . . . . . . . . . . . . . . . . . . 123-- _r5.4.2 Brain Specialization and Development. . . . . . . . . . . . . . 123-- _r5.4.3 The Brain Mapping Frenzy: From 'Where' to 'Why' . . . 124-- _r5.4.4 Disease Prevention, Vocation Finder, Dating, and More . 125-- _r5.5 Planning Success: the Innovation Roadmap . . . . . . . . . . . . . . . 125-- _r5.5.1 Crystal Ball Versus Crystal Clear . . . . . . . . . . . . . . . . . 125-- _r5.5.2 The Expert and the Fool . . . . . . . . . . . . . . . . . . . . . . . 126-- _r5.5.3 'Leadertips' to Winning Innovation . . . . . . . . . . . . . . . 128-- _r5.5.4 Hormonal QuotientTM (HQ), Leadership, and Innovation . 129-- _r5.6 Take-Aways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135-- _rReferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135-- _rAbout the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139-- _rConclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141-- _r-- |
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| 520 | _aBerry-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 ; ; ; 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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| 912 | _a2010-01-01 | ||
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| 953 | _d2019-07-25 17:48:58 | ||
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| 655 | _aConsumer behavior -- Textbooks | ||