More than 95% of all consumer product launched in the packaged goods sector fail to achieve their goals for success. Breakthrough Food Product Innovation Through Emotions Research gives a clear answer for innovation teams seeking to increase product success rates by breaking through the clutter in an otherwise undifferentiated, commoditized marketplace. Through case studies, it lays out a practical approach for applying emotions research throughout the food innovation and product development process. The basic premise is that emotions are the chief motivation for why consumers sense, select, seek and share their food product experiences. With this novel framework, the science of consumer behavior is made operational for innovation teams. Emotions insight inspires innovation teams to create and helps guide decision making as they design sensory cues and other behavior drivers into products that make consumers want to consume.
This book has implications for the whole innovation team - innovators such as product developers, designers, creative chiefs, and marketers; strategists such as line managers; and researchers such as sensory and marketing researchers.
- Presents a behaviour-driven approach to innovation for the development of breakthrough food products
- Illustrates a collaborative framework to inspire creativity and guide decision making through emotions insights
- Explores a research framework that gets to the 'whys' of consumer behavior by distilling the science of emotions into research insights
- Defines design and development methods to build sensory cues into packaging and packaged foods that deliver emotional impact
- Explains research methods that get to the 'so whats' of insights through emotions research
- Provides case studies and examples proving the value of the behavior-driven approach to food product innovation
More than 95% of all consumer product launched in the packaged goods sector fail to achieve their goals for success. Breakthrough Food Product Innovation Through Emotions Research gives a clear answer for innovation teams seeking to increase product success rates by breaking through the clutter in an otherwise undifferentiated, commoditized marketplace. Through case studies, it lays out a practical approach for applying emotions research throughout the food innovation and product development process. The basic premise is that emotions are the chief motivation for why consumers sense, select, seek and share their food product experiences. With this novel framework, the science of consumer behavior is made operational for innovation teams. Emotions insight inspires innovation teams to create and helps guide decision making as they design sensory cues and other behavior drivers into products that make consumers want to consume. This book has implications for the whole innovation team - innovators such as product developers, designers, creative chiefs, and marketers; strategists such as line managers; and researchers such as sensory and marketing researchers. Presents a behaviour-driven approach to innovation for the development of breakthrough food products Illustrates a collaborative framework to inspire creativity and guide decision making through emotions insights Explores a research framework that gets to the "e;whys"e; of consumer behavior by distilling the science of emotions into research insights Defines design and development methods to build sensory cues into packaging and packaged foods that deliver emotional impact Explains research methods that get to the "e;so whats"e; of insights through emotions research Provides case studies and examples proving the value of the behavior-driven approach to food product innovation
Front Cover 1
Breakthrough Food Product Innovation :Through Emotions Research 4
Copyright 5
Contents 6
About the Author 12
Preface 14
Acknowledgments 16
Chapter 1 - Change in the Food Industry 18
A Time of Change 18
Adapting To Change 22
Chapter 2 - Innovation 28
Innovation Success and Failure 28
Innovation in The Face of Consumer Change 34
The Innovation Revolution 37
Chapter 3 - The Innovation Team 42
Innovating as an Act of Collaboration 42
The Innovation Team 42
How do Innovation Teams Learn? 50
The Behavior-Driven Innovation Process 56
Chapter 4 - The Science of Emotions 60
The Key to Data Integration 60
Frameworks 61
The Science of Behavior 62
The Psychology and Theory of Emotions 64
Appraisal Frameworks 70
Applying Appraisal Frameworks 74
Chapter 5 - Emotions Research 82
Cutting Through the Clutter 82
Consumer Behaviors 83
Emotions Research Information 91
Accelerating Learning 98
Behavior-Driven Research 101
Chapter 6 - Strategy Development 104
Brands 104
The Four Phases of Innovation Strategy Development 105
Business Strategy 107
Brand Strategy 114
Brand Portfolio Strategy 119
Innovation Strategy 120
Behavior-Driven Innovation Strategy 124
Chapter 7 - Discovery 126
The “Focused Front End” 126
Discovery – the Front End of Innovation and Development 127
Discovery Goals 128
Discovery Iterations 133
Opportunity Development 139
Opportunity Refinement and Validation 143
Accelerating the Behavior-Driven Innovation Process 146
Chapter 8 - Define 148
Concept Design 148
Concept Appraisal 149
Define Goals 154
The Define Process 155
The Concept Landscape 156
Concept Development 159
Concept Refinement 168
Concept Validation 173
Chapter 9 - Design 178
Translation 178
Product Design Goals 179
Approaches to Design 180
Product Design Landscapes 185
Developing the Package Design 189
Developing the Package Food Design 195
Design Validation 199
Chapter 10 - Development 202
Holistic Product Development 202
Development Goals 203
Approaches To Development 205
Sensory Research 211
Product Optimization Iterations 217
Chapter 11 - The Innovation Company 234
Innovation Leadership 234
The New Marketing Mix 236
Learning from Experience 238
Leading Through a Behavior-Driven Focus 241
Appendix 1 - A Summary of the Basic Principles of Behavior-Driven Innovation 248
Appendix 2 - A Summary of the Goals, Guardrails, and Deliverables of Each Phase of Behavior-Driven Innovation 250
Index 252
Color Plates 258
| Erscheint lt. Verlag | 19.10.2011 |
|---|---|
| Sprache | englisch |
| Themenwelt | Naturwissenschaften ► Biologie |
| Technik ► Lebensmitteltechnologie | |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 0-12-387714-8 / 0123877148 |
| ISBN-13 | 978-0-12-387714-7 / 9780123877147 |
| Haben Sie eine Frage zum Produkt? |
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