Lundahl Breakthrough Food Product Innovation Through Emotions Research

1. Auflage 2011
ISBN: 978-0-12-387714-7
Verlag: Elsevier Science & Techn.
Format: EPUB
Kopierschutz: 6 - ePub Watermark

E-Book, Englisch, 256 Seiten

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. - 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

Autoren/Hrsg.

Lundahl, David

Inhaltsverzeichnis

1;Front Cover;1
2;Breakthrough Food Product Innovation :Through Emotions Research;4
3;Copyright;5
4;Contents;6
5;About the Author;12
6;Preface;14
7;Acknowledgments;16
8;Chapter 1 - Change in the Food Industry;18
8.1;A Time of Change;18
8.2;Adapting To Change;22
9;Chapter 2 - Innovation;28
9.1;Innovation Success and Failure;28
9.2;Innovation in The Face of Consumer Change;34
9.3;The Innovation Revolution;37
10;Chapter 3 - The Innovation Team;42
10.1;Innovating as an Act of Collaboration;42
10.2;The Innovation Team;42
10.3;How do Innovation Teams Learn?;50
10.4;The Behavior-Driven Innovation Process;56
11;Chapter 4 - The Science of Emotions;60
11.1;The Key to Data Integration;60
11.2;Frameworks;61
11.3;The Science of Behavior;62
11.4;The Psychology and Theory of Emotions;64
11.5;Appraisal Frameworks;70
11.6;Applying Appraisal Frameworks;74
12;Chapter 5 - Emotions Research;82
12.1;Cutting Through the Clutter;82
12.2;Consumer Behaviors;83
12.3;Emotions Research Information;91
12.4;Accelerating Learning;98
12.5;Behavior-Driven Research;101
13;Chapter 6 - Strategy Development;104
13.1;Brands;104
13.2;The Four Phases of Innovation Strategy Development;105
13.3;Business Strategy;107
13.4;Brand Strategy;114
13.5;Brand Portfolio Strategy;119
13.6;Innovation Strategy;120
13.7;Behavior-Driven Innovation Strategy;124
14;Chapter 7 - Discovery;126
14.1;The “Focused Front End”;126
14.2;Discovery – the Front End of Innovation and Development;127
14.3;Discovery Goals;128
14.4;Discovery Iterations;133
14.5;Opportunity Development;139
14.6;Opportunity Refinement and Validation;143
14.7;Accelerating the Behavior-Driven Innovation Process;146
15;Chapter 8 - Define;148
15.1;Concept Design;148
15.2;Concept Appraisal;149
15.3;Define Goals;154
15.4;The Define Process;155
15.5;The Concept Landscape;156
15.6;Concept Development;159
15.7;Concept Refinement;168
15.8;Concept Validation;173
16;Chapter 9 - Design;178
16.1;Translation;178
16.2;Product Design Goals;179
16.3;Approaches to Design;180
16.4;Product Design Landscapes;185
16.5;Developing the Package Design;189
16.6;Developing the Package Food Design;195
16.7;Design Validation;199
17;Chapter 10 - Development;202
17.1;Holistic Product Development;202
17.2;Development Goals;203
17.3;Approaches To Development;205
17.4;Sensory Research;211
17.5;Product Optimization Iterations;217
18;Chapter 11 - The Innovation Company;234
18.1;Innovation Leadership;234
18.2;The New Marketing Mix;236
18.3;Learning from Experience;238
18.4;Leading Through a Behavior-Driven Focus;241
19;Appendix 1 - A Summary of the Basic Principles of Behavior-Driven Innovation;248
20;Appendix 2 - A Summary of the Goals, Guardrails, and Deliverables of Each Phase of Behavior-Driven Innovation;250
21;Index;252
22;Color Plates;258