Authors:
- 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
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (10 chapters)
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Front Matter
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Back Matter
About this book
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.Reviews
“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)
Authors and Affiliations
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DervalResearch, Shanghai, China
Diana Derval
About the author
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.
Bibliographic Information
Book Title: The Right Sensory Mix
Book Subtitle: Decoding Customers’ Behavior and Preferences
Authors: Diana Derval
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-3-662-63795-1
Publisher: Springer Berlin, Heidelberg
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer-Verlag GmbH Germany, part of Springer Nature 2022
Hardcover ISBN: 978-3-662-63794-4Published: 10 April 2022
Softcover ISBN: 978-3-662-63797-5Published: 11 April 2023
eBook ISBN: 978-3-662-63795-1Published: 08 April 2022
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 2
Number of Pages: XXVII, 322
Number of Illustrations: 6 b/w illustrations, 80 illustrations in colour
Topics: Business and Management, general, Consumer Behavior, Psychology, general, Marketing