Breakthrough Food Product Innovation Through Emotions Research

Breakthrough Food Product Innovation Through Emotions Research

1st Edition - October 19, 2011

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  • Author: David Lundahl
  • Hardcover ISBN: 9780123877123
  • eBook ISBN: 9780123877147

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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.

Key Features

  • 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


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.

Table of Contents

  • About the Author



    Chapter 1. Change in the Food Industry

    Chapter 2. Innovation

    Chapter 3. The Innovation Team

    Chapter 4. The Science of Emotions

    Chapter 5. Emotions Research

    Chapter 6. Strategy Development

    Chapter 7. Discovery

    Chapter 8. Define

    Chapter 9. Design

    Chapter 10. Development

    Chapter 11. The Innovation Company

    Appendix 1. A Summary of the Basic Principles of Behavior-Driven Innovation

    Appendix 2. A Summary of the Goals, Guardrails, and Deliverables of Each Phase of Behavior-Driven Innovation

    Color Plates


Product details

  • No. of pages: 256
  • Language: English
  • Copyright: © Academic Press 2011
  • Published: October 19, 2011
  • Imprint: Academic Press
  • Hardcover ISBN: 9780123877123
  • eBook ISBN: 9780123877147

About the Author

David Lundahl

Affiliations and Expertise

InsightsNow, Inc., Corvallis, OR, USA

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