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Breakthrough food production innovation through emotions research /
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 roadm...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London ; Waltham, MA :
Elsevier/Academic Press,
�2012.
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| Temas: | |
| Acceso en línea: | Texto completo |
| Sumario: | 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 making Case studies of product successes (and failures!) and the role behavioral understanding played Provides insights into understanding the "whys" of consumer behavior, using a pull strategy to rapidly learn what consumers want, and designing for emotional impact Provides a blueprint for the creation of nimble innovation strategies "Through case studies, the book lays out a practical approach for applying emotions research through 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 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"--Back cover |
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| Descripción Física: | 1 online resource (xv, 240, [16] pages) : illustrations (some color) |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9780123877123 0123877121 |