Breakthrough Food Product Innovation Through Emotions Research

By

  • David Lundahl, InsightsNow, Inc., Corvallis, OR, USA

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.

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Audience

Food scientists interested in successfully creating and launching new products.  This includes product development specialists, innovation or product development process or program managers and academicians consumer product researchers and sensory professionals. A secondary audience would be the brand and product managers, marketers, marketing researchers specifically related to food products and sensory evaluation.

 

Book information

  • Published: November 2011
  • Imprint: ACADEMIC PRESS
  • ISBN: 978-0-12-387712-3

Reviews

"The book has several strong points. First, readers will enjoy the incorporation of industry examples…Second, helpful reader guides are included throughout the book, such as summaries of key points at the end of each chapter, tables and other visuals, and a summary of principles of behavior-driven innovations in the appendix…Third, the book stimulates readers to question the innovative thinking that guides much decision-making in industry, assisting them to come to the realization that innovation is a continual growth process."--PsycCRITIQUES, July 17, 2013
"An Oregon-based market researcher specializing in innovative food products, Lundahl explains how companies can use behavioral psychology and emerging emotions research to help devise and sell food products that people would otherwise not buy. He discusses change in the food industry, innovation; the innovation team; the science of emotions; emotions research; strategy development; discovery, define, design, and development; and the innovative company. Academic Pres is an imprint of Elsevier."--Reference and Research Book News, October 2012




Table of Contents

Introduction - Current Problems in the Consumer Packaged Goods industry

1 - Innovation

2 - Introduction to Behavior in Innovation

3 - Behavioral Frameworks

4 - Developing Your Innovation Strategy

5 - Behavioral-Driven Discovery

6 - Conceptual Design for Scoping

7 - Product Design

8 - Rapid Iterative Building

9 - The Future is Now!