The Right Sensory Mix

Cites neuroendocrinological research proving that consumers are rational
Shows how to understand and predict customer preferences
Offers tools for tailoring the sensory mix of color, shape, taste, smell, texture, and sound.

Includes case studies from top brands: Red Bull, Coca-Cola, Sofitel, Blacksocks.com, Shazam, Häagen-Dazs, Carl Zeiss Vision, Vélib', Björn Borg, and Nintendo

Why do some people drink black coffee and others stick to tea? Why do some people prefer competitors’ products? Why do we sell less in this country? Many companies fail to acknowledge and analyze disparities observed among customers and simply put it down to culture or emotion. New neuroendocrinological research proves that consumers are rational: They just have a different biological perception of the same stimulus! Their preferences, behavior, and decisions are strongly influenced by the hundreds of millions sensors monitoring their body and brain. People with more taste buds are for instance sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea. After reading the book, managers will be able to: Understand and predict customers’ behavior and preferences, Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product, Fine tune their positioning and offering for every local market, Systematically increase their innovation hit rate.

Content Level: Professional/practitioner

Keywords: Behavioral Neuromarketing - New Product Development - Product Design - Sensory Science - User Experience

Related subjects: Business & Management for Professionals - Marketing

Table of contents
1. Coming to our Senses - 2. Detecting Profitable Markets - 3. Predicting Consumers' Behavior - 4. The Right Sensory Mix - 5. Increasing the Innovation Hit Rate

Prijs: 49,95 incl. BTW