The Right Sensory Mix: Targeting Consumer Product Development Scientifically - ISBN:364212092X

The Right Sensory Mix: Targeting Consumer Product Development Scientifically

Date: 15 April 2011, 23:58

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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.

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