Breakthrough Food Product Innovation Through Emotions Research

Name: Breakthrough Food Product Innovation Through Emotions Research
Price: 67.91 USD
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ISBN: 9780123877123

Breakthrough Food Product Innovation Through Emotions Research 2012 edition cover

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ISBN-10: 0123877121

ISBN-13: 9780123877123

Edition: 2012

Authors: David Lundahl

List price: $54.99

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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 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

Book details

List price: $54.99
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

Table of Contents



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