The Right Sensory Mix: Decoding Customers' Behavior and Preferences - Paperback
The Right Sensory Mix: Decoding Customers' Behavior and Preferences - Paperback
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by Diana Derval (Author)
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.Back Jacket
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 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.
After reading the book, executives will be able to:
- Decode people's behavior and preferences scientifically
- Design the right sensory mix (in terms of color, shape, depth, taste, smell, texture, sound, and more)
- Shape attractive products and services for every local market
- Devise immersive experiences for each persona
- Combine smart sensors and human senses in a powerful and ethical way
- Systematically increase the innovation adoption rate
- Invent planet and people-friendly futures
Berry-AMA Book Prize Finalist!
"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
Prof. Diana Derval, PhD, EMBA, Chair of DervalResearch, contributor for Harvard Business Review, social entrepreneur, and patented inventor, is a pioneer at decoding human preferences and behavior with biosciences.
Author Biography
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.