Concept Research in Food Product Design and Development provides a unique treatment of concepts for the business professional as well as for research scientists.
Concept Research in Food Product Design and Development begins with simple principles of concepts, moves forward to methods for testing concepts, and then on to more substantive areas such as establishing validity, testing internationally and with children, creating databases, and selling in new methods for concept testing.
Concept Research in Food Product Design and Development combines a "how to" business book with a detailed treatment of the different facets of concept research. As such, the book represents a unique contribution to business applications in food, and consumer research methods. The book is positioned specifically for foods, to maintain a focus on a coherent set of topics.
Contents
Nuts & Bolts, Raw Materials & Ratings
- The business environment and the role of concept research in that environment
- Single benefits screening (promise testing) and more complex concept testing
- Ideation strategies & their deployment in concept development
- From questions and scales to respondents and field execution
Experimental Designs, Graphics, Segments and Markets
- Systematic variation of concept elements and the conjoint analysis approach
- Concepts as a combination of graphics
- Segmentation results and the differential importance of categories
- International research and transnational segmentation
Advanced Analytics
- Believing the results: Reliability and validity
- Response time as a variable in concept research
- Children versus adults
- Pricing in early stage concept research
- Analyzing a study: Casual dining restaurant
- Creating products from concepts & vice versa
- Exploratory modeling & mapping, simulating new combinations, data mining
Putting the Approaches to Work
- Developing from the ground up: Self-authoring systems for text and package concepts
- Deconstruction and competitive intelligence
- Bottom-up innovation: Creating product concepts from first principles (Contributor: Roberto Cappuccio)
- Creating a cyberspace innovation machine
Databasing
- Creating an integrated database from concept research - The It® Studies
- Highlights and insights from The It!® Studies: Crave It!® & Eurocrave
- Highlights and Insights from the Drink It!® Study
- Understanding "brand names" in concepts
- Emotion in concepts
The Grand Overview
- Concept development & the 'consumer insights' business
- Scientific & business Realpolitik: Insights from selling new ideas for concept research
- Two disparate visions of the future: Structured informatics versus research unbound
Index
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