Diana Derval: The Right Sensory Mix

Cover: 9783662637975 | The Right Sensory Mix | Decoding Customers' Behavior and Preferences

Rückseite: 9783662637975 | The Right Sensory Mix | Decoding Customers' Behavior and Preferences

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Beschreibung

Many companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that people 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 of sensors monitoring their body and brain. People with more taste buds are, for example, sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea.

This book helps product managers, marketers, and corporate decision-makers understand and predict customers¿ behavior and preferences. It provides the tools to design the right sensory mix (color, shape, depth, taste, smell, texture, and sound) for each product, and fine-tune their positioning and range for every local market. Using cases from different sectors, the author shows that this approach delivers planet and people-friendly innovations which have a higher chance of success in the market.

Über den Autor

Prof. Diana Derval, PhD, EMBA, is the chair of DervalResearch and a pioneer at decoding human behavior and preferences with biosciences. Harvard Business Review contributor, award-winning author, patented inventor, and social entrepreneur, Diana turns fascinating neuroscientific breakthroughs into powerful predictive tools and helped Fortune 500 firms including L'Oréal and Philips accelerate their development with a focus on planet and people-friendly products and experiences.

Zusammenfassung

Includes latest findings and a new perspective on sensory marketing and behavioral science in this new edition

Reveals groundbreaking predictive techniques for product developers and marketing managers

Includes hands-on business cases and future insights from prominent brands and companies to watch

Inhaltsverzeichnis

1. Magnetic Sense, AI, and the Future of Mobility.- 2. Taste, Product Preferences, and the Future of Shopping.- 3. Polarized Light, Space Exploration, and the Future of Luxury.- 4. Colors, the Microbiome, and the Future of Beauty.- 5. Space and Time Perception, XR, and the Future of Communication.- 6. Sense of Motion, eSports, and the Future of Entertainment.- 7. Sense of Smell, Biomarkers, and the Future of Health.- 8. Sense of Status, Serious Gaming, and the Future of Work.- 9. Sense of Touch, Vibration, and the Future of Human Experience (HX).- 10. Sound and Voice Perception, IoT, and the Future of Living.

Details

Erscheinungsjahr:	2023
Fachbereich:	Management
Genre:	Recht , Sozialwissenschaften , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	Management for Professionals
Inhalt:	xxvii 322 S. 6 s/w Illustr. 80 farbige Illustr. 322 p. 86 illus. 80 illus. in color.
ISBN-13:	9783662637975
ISBN-10:	3662637979
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Derval, Diana
Auflage:	Second Edition 2022
Hersteller:	Springer Springer-Verlag GmbH Management for Professionals
Verantwortliche Person für die EU:	Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße:	235 x 155 x 20 mm
Von/Mit:	Diana Derval
Erscheinungsdatum:	24.04.2023
Gewicht:	0,534 kg