The Right Sensory Mix Targeting Consumer Product Development Scienti
Berry-AMA Book Prize FINALIST 2011!“The Right Sensory Mix” is one of the four best marketing books in 2011 according to the American Marketing Association Foundation. The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and rec
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Is It The Right Sensory Mix?
‘‘Diana Derval has written the best book that I have seen on the critical role of the five senses in determining our brand preferences. Her writing is lively, full of relevant case studies, and rich in insights. No marketing department or new product department must proceed without first reading this book.’’ Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management ‘‘A very innovative and promising approach, which takes into account the physiological diversity of consumers, and proposes to link it with behavioral characteristics; product developers and marketing teams should read this book in order to take advantage of the variability of sensory perceptions.’’ Nathalie Jacquet, Head of Sensory Analysis & New Products Development, Research Center Pernod Ricard ‘‘Five golden stars! ‘‘The Right Sensory Mix’’ takes the concepts of genetics and neuroendocrinology and applies them to predict consumer behavior. The text is intellectually brilliant and delightful. Read the book and you will want to adapt Prof. Derval’s model because the book discloses in detail how sensory networks and the Hormonal QuotientTM (HQ) help predict consumer’s attitudes and behavior, the data obtained from her own scientific approach, to how actually the technique works as exemplified by well known commercial brands. Therefore, I highly recommend the ‘‘The Right Sensory Mix’’ for all, students, professionals and scientists who don’t want to be left behind.’’ Magda Carvalho, PhD Genetics, Faculty Member as Instructor in Medicine at Cornell Medical School (New York), J.D., US Patent Attorney ‘‘Diana Derval invites us to explore our senses, with the help of fascinating scientific discoveries – and a great sense of humor. Reading her book was like an eye-opener: it changed my vision of marketing and made me consider a new consumer approach.’’ Alexis Mühlhoff, Head of Marketing, Komatsu ‘‘Professor Diana Derval is inspiring you, with mental agility, always seizing any opportunity to break ‘conventional’ consumer research/insights with a new, creative, scientific approach, resulting in unexpected ways to predict consumer behaviors and new ways of identifying unexplored, profitable market segments. A fascinating book!’’ Markus Kohler, Director Packaging at Philip Morris International ‘‘Thanks to her discovery concerning the relationship between hormones and sensory sensitivity, Diana Derval proposes an amazing scientific approach to accurately profile consumers, according to their Hormonal QuotientTM (HQ). She succeeds in explaining her findings on smell, color, and texture preferences in a very simple and lively way making her book so pleasant to read. This original tool can be recommended for marketing profiling or in addition to a psychology study to comprehend one’s personality.’’ Wai Wong, accessory group development manager, Sephora/LVMH Group. ‘‘Great book for understanding consumer sensory behavior.’’ L’Oréal Benelux ‘‘Professor Diana Derval excels in building a bridge be
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