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Breakthrough Food Product Innovation Through Emotions Research

ISBN-10: 0123877121
ISBN-13: 9780123877123
Edition: 2012
Authors: David Lundahl
List price: $47.99 Buy it from $43.65
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Description: Brand owners are in crisis. Consumer trust is at an all time low. Over 95% of all consumer product launches in the packaged goods sector fail to achieve their goals for success. This book gives a clear answer to why success rates are so low in the  More...

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Book details

List price: $47.99
Copyright year: 2012
Publisher: Elsevier Science & Technology
Publication date: 12/23/2011
Binding: Hardcover
Pages: 256
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 1.232
Language: English

Brand owners are in crisis. Consumer trust is at an all time low. Over 95% of all consumer product launches in the packaged goods sector fail to achieve their goals for success. This book gives a clear answer to why success rates are so low in the consumer packaged good industry and lays out a roadmap for product innovation - to make ideas successful. This book will inspire the reader to make a paradigm shift in how they approach product innovation - to be driven by the science of consumer behavior. The basic premise for this book is that emotions are at the root of all consumer motivations. Therefore, an innovation process focused on identifying how to turn up or down emotions that drive behavior will lead to product success. The applications of this process will be presented with several product success stories that show that understanding consumer behavior leads to deeper emotive connectivity, a broader playing field for differentiation, and speed to market.Using case studies and real-world examples of product launch successes and failures, Behavior Driven Innovation is a must-read for those involved in product development, consumer research, and marketing.Explores the role that emotion plays in consumer decision makingCase studies of product successes (and failures!) and the role behavioral understanding playedProvides insights into understanding the "whys" of consumer behavior, using a pull strategy to rapidly learn what consumers want, and designing for emotional impactProvides a blueprint for the creation of nimble innovation strategies

About the Author
Preface
Acknowledgments
Change in the Food Industry
A Time of Change
Societal Change
Market Change
Commoditization
Adapting To Change
Storm Clouds on the Horizon
The Perfect Storm
Breaking Into the Clear Blue
Key Points
Innovation
Innovation Success and Failure
Frito-Lay Baked! Lay's
Orbitz: A Failure in Innovation
Voice of the Consumer
The P&G Success Story
Innovation in The Face of Consumer Change
Lessons from the 2008-2009 Recession
Human Nature
Behavioral Insight
The Innovation Revolution
Behavior-Driven Innovation
Raising the Bar
An Evolving Path Forward
Key Points
The Innovation Team
Innovating as an Act of Collaboration
The Innovation Team
Team Members
Working Together as a Team
The Sensory Research Function
The Marketing Research Function
Managing the Innovation Function
The Innovator Function
How Do Innovation Teams Learn?
The Data Revolution
Integrated Design
Integration
Telling the Story
Inspiration
Decision Making
The Behavior-Driven Innovation Process
The Eight Phases of Innovation Learning
Within-Phase Learning Iterations
Key Points
The Science of Emotions
The Key to Data Integration
Frameworks
The Science of Behavior
Recent Scientific Advances
The Psychology and Theory of Emotions
Emotion Theory
Topology of Product Emotions: Discrete Emotions and Eliciting Conditions
The Psychology of Emotions: Theory of Action Readiness (Frijda, Desmet)
Appraisal Frameworks
The Four Dimensions of Experience
The Emotions Insight Wheel
Applying Appraisal Frameworks
Appraisal Models
Dynamic Models
Key Points
Emotions Research
Cutting Through the Clutter
Consumer Behaviors
Sensing Behavior
Seeking Behavior
Selecting Behavior
Sharing Behavior
Emotions Research Information
Behavior Pyramid™
Shelf-Life of Information
The Silver Bullet
Accelerating Learning
Holistic Product Development
Adaptive Learning
Research Efficiency
Behavior-Driven Research
Key Points
Strategy Development
Brands
The Four Phases of Innovation Strategy Development
Business Strategy
Deciding Where to Play and Where Not to Play
Monitoring Consumer Change
Deciding How to Play
Brand Strategy
Destinations
Brand Coals
Brand KPIs
Developing Your Brand Strategy
Brand Portfolio Strategy
Innovation Strategy
Types of Innovation
Behavior-Driven Innovation Strategy
Key Points
Discovery
The "Focused Front End"
Discovery - the Front End of Innovation and Development
Product Development Cycle
Discovery Coals
New Consumers
New Contexts for Use
New Habits
Discovery Iterations
Opportunity Landscape
Knowledge Mapping
Activity-Based Research
Social Dialogue Research
Opportunity Development
Theme Building
Theme Scorecards
Opportunity Refinement and Validation
Opportunity Refinement
Opportunity Validation
Accelerating the Behavior-Driven Innovation Process
Key Points
Define
Concept Design
Concept Appraisal
Maslow's Hierarchy
Hierarchy of Anticipation Emotional Impact
Disrupting and Reinforcing Habits
Research 2.0
Define Coals
Guardrails
The Define Process
The Concept Landscape
Free Association Profiling
Concept Development
Who Generates the Ideas?
Co-Creation
Filtering Ideas
TURF - Picking the Best Combination
Concept Refinement
Highlighter and "Mouse-Over" Techniques
Eye-Tracking
Neural Measurement
Choice-Based Conjoint Techniques
Protocepts
Concept Validation
Price Sensitivity to Concept Elements
Validating Disruptive Potential
Key Points
Design
Translation
Product Design Coals
Guardrails
Approaches to Design
Interaction Design
Design Methods
Stages of Product Design
Product Design Landscapes
Landscape Granularity
The Language of Consumption or Use
Free Association Profiling
Developing the Package Design
Early Stage Package Design
Later Stage Package Design
Developing the Package Food Design
The Research Chef
Early Stage Packaged Food Design
Later Stage Design Iterations
Design Validation
Key Points
Development
Holistic Product Development
Development Coals
Guardrails
Experience Requirements
Commercial Requirements
Approaches To Development
Quality Functional Deployment (QFD)
Development Impact on Consumer Behavior
Sensory Hurdles
The "Gold Standard" as an Experience Target
Consumer Tolerances
Sensory Research
Product Guidance Methods
Consumer Response Measures
Product Optimization Iterations
Product Landscapes
Optimizing the Gold Standard
Holistic Refinement
Development Validation
Key Points
The Innovation Company
Innovation Leadership
The New Marketing Mix
Learning from Experience
Behavioral-Based Tracking
Decision Metrics
Leading Through a Behavior-Driven Focus
Hitting the Home Run
Shifting the Innovation Paradigm
Key Points
Appendix 1
Appendix 2
Index

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