Moskowitz / Porretta / Silcher Concept Research in Food Product Design and Development

1. Auflage 2008
ISBN: 978-0-470-28999-0
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 610 Seiten, E-Book

Concepts are critical for the development and marketing of productsand services. They constitute the blueprint for these products andservices, albeit at the level of consumers rather than at thetechnical level. A good product concept can help make the product asuccess by guiding developers and advertising in the rightdirection. Yet, there is a dearth of both practical and scientificinformation about how to create and evaluate concepts. There hasbeen little or no focus on establishing knowledge bases forconcepts. Concept development is too often relegated to theso-called "fuzzy front end."
Concept Research in Food Product Design and Developmentremedies this inattention to product concepts by providing a uniquetreatment of concepts for the business professional as well as forresearch scientists. The book begins with simple principles ofconcepts, moves forward to methods for testing concepts, and thenon to more substantive areas such as establishing validity, testinginternationally and with children, creating databases, and sellingin new methods for concept testing. The book combines a "howto" business book with a detailed treatment of the differentfacets of concept research. As such, the book represents a uniquecontribution to business applications in food, and consumerresearch methods. The book is positioned specifically for foods, tomaintain a focus on a coherent set of topics.
Concept Research in Food Product Design and Developmentappeals to a wide variety of audiences: R&D, marketing, sensoryanalysts, and universities alike. Corporate R&D professionalswill learn how to create strong concepts. Marketers will recognizehow concepts are at the heart of their business. Sensory analystswill find the book a natural extension of their interest in productfeatures. University students will understand how concept researchis a critical part of the "consumer-connection."Concept Research in Food Product Design and Development isthe definitive, innovative text in describing how to create,analyze, and capitalize upon new product concepts.

Autoren/Hrsg.

Moskowitz, Howard R.

Porretta, Sebastiano

Silcher, Matthias

Inhaltsverzeichnis

1. The Business Environment and the Role of Concept Research inthat Environment.
Part I: Nuts & Bolts, Raw Materials & Ratings.
2. Single Benefits Screening (promise testing) and more ComplexConcept Testing.
3. Ideation Strategies & Their Deployment in ConceptDevelopment.
4. From Questions and Scales to Respondents and FieldExecution.
Part II: Experimental Designs, Graphics, Segments andMarkets.
5. Systematic Variation of Concept Elements and the ConjointAnalysis Approach.
6. Concepts as a Combination of Graphics.
7. Segmentation Results and the Differential Importance ofCategories.
8. International Research and Transnational Segmentation(Chapter written by Bert Krieger).
Part III : Advanced Analytics.
9. Believing the Results: Reliability and Validity.
10. Response time as a Dependent Variable in ConceptResearch.
11. Children Compared with Adults.
12. Pricing Issues in Early-stage Concept Research.
13. Analyzing a Study: Casual-dining Restaurant.
14. Creating Products from Concepts and Vice Versa.
15. Exploratory Modeling and Mapping, Simulating NewCombinations, Data Mining.
Part IV: Putting the Approaches to Work.
16. Developing from the Ground up: Self-authoring Systems forText and Package Concepts (Chapter written by Alex Gofman).
17. Deconstruction and competitive intelligence.
18. Bottom-up Innovation: Creating Product Concepts from FirstPrinciples (Chapter written by Roberto Cappuccio).
19. Creating a Cyberspace Innovation Machine (Chapter written byLaurent Flores and Andrea Maier).
Part V: Databasing.
20. Creating an Integrated Database from Concept Research- The It! Studies (Chapter written by Hollis Ashman andJacqueline Beckley).
21. Highlights and insights from The It! Studies: Crave It! andEurocrave (Chapter written by Tracy Luckow).
22. Highlights and Insights from the Drink It!® Study(Chapter written by Angus Hughson).
23. Understanding Brand Names in Concepts.
24. Emotion in concepts (Chapter written with the help of HollisAshman).
Part VI: The Grand Overview.
25. Concept Development and the Consumer-insights Business(Chapter with the help of Jeffrey Ewald).
26. Scientific & Business Realpolitik: Insights from sellingnew ideas for Concept Research.
27. Two Views of the future: Structured Informatics andResearch.
Index

Über Autor(innen)

Howard R. Moskowitz, Ph.D. is president and CEO of MoskowitzJacobs Inc., White Plains, NY, a firm he founded in 1981. Moskowitzis a well-known experimental psychologist in the field ofpsychophysics (the study of perception and its relation to physicalstimuli), and an inventor of world-class market researchtechnology. Among his important contributions to market research ishis 1975 introduction of psychophysical scaling and productoptimization for consumer product development. A Fellow of theInstitute of Food Technologists and member of numerous otherprofessional societies, he has written/edited twelve books,published well over 250 articles, and serves on the editorial boardof major journals. With colleague E.P. Koster, Moskowitz co-foundedthe journal Chemical Senses and Flavor, now calledChemical Senses, the leading journal in the field.
Sebastiano Porretta, Ph.D. is a senior researcher of theItalian Ministry of Industry at the Experimental Station for theFood Preservation Industry in Parma, Italy. He is well known forhis research devoted to the study of the quality, and particularlythe development of techniques, for a more accurate qualityevaluation considering the relationships between thephysico-chemical and sensory properties of food. He contributes tothe Sensory and Consumer Evaluation of Food and Food Marketwith original approaches: the interactions between foods and theconsumers. Great work was done to evaluate the effect ofingredients on food quality and consumer acceptability.
Currently, Porretta's Professor of Food Processing at the CatholicUniversity of Piacenza, Professor of Sensory and Consumer Scienceat the University of Gastronomic Sciences of Pollenzo, andPresident of the Italian Association of Food Technology (AITA),since 1997. Additionally, Porretta is the Author/Editor of sixteenbooks and papers in scientific journals and a member of severalboards of international peer reviewed journals.
Matthias Silcher, M.A. is assistant project director atMoskowitz Jacobs Inc. and has a background in empiricalcommunication research, sociology and political science from theUniversity of Berlin, Germany. His thesis, Survey by ShortMessaging Service was the first academic paper on this subject.He has consulted for Kienbaum Consultants and advised as apolitical researcher for NFO Infratest.