Diana Derval

The Right Sensory Mix (eBook, PDF)

Decoding Customers' Behavior and Preferences

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Springer Berlin Heidelberg
• Originaltitel: The Right Sensory Mix
• Seitenzahl: 322
• Erscheinungstermin: 8. April 2022
• Englisch
• ISBN-13: 9783662637951
• Artikelnr.: 63731766

Autorenporträt

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.

Inhaltsangabe

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.

Rezensionen

From the reviews:
"Professor Derval has made this research accessible and understandable in her acclaimed book ... which has been making waves not only in the field of neuroscience, but also in the marketing world, for the past year and a half. ... 'Diana Derval has written the best book ... . 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.'" (MMD Newswire, November, 2011)