Brand owners are in crisis. Consumer trust is at an all time low.
Over 95% of all consumer product launches in the packaged goods
sector fail to achieve their goals for success. This book gives a
clear answer to why success rates are so low in the consumer
packaged good industry and lays out a roadmap for product
innovation - to make ideas successful. This book will inspire the
reader to make a paradigm shift in how they approach product
innovation - to be driven by the science of consumer behavior. The
basic premise for this book is that emotions are at the root of all
consumer motivations. Therefore, an innovation process focused on
identifying how to turn up or down emotions that drive behavior
will lead to product success. The applications of this process will
be presented with several product success stories that show that
understanding consumer behavior leads to deeper emotive
connectivity, a broader playing field for differentiation, and
speed to market.
Using case studies and real-world examples of product launch
successes and failures, Behavior Driven Innovation is a must-read
for those involved in product development, consumer research, and
marketing.
Explores the role that emotion plays in consumer decision
making
Case studies of product successes (and failures!) and the role
behavioral understanding played
Provides insights into understanding the "whys" of
consumer behavior, using a pull strategy to rapidly learn what
consumers want, and designing for emotional impact
Provides a blueprint for the creation of nimble innovation
strategies
"An Oregon-based market researcher specializing in innovative food products, Lundahl explains how companies can use behavioral psychology and emerging emotions research to help devise and sell food products that people would otherwise not buy. He discusses change in the food industry, innovation; the innovation team; the science of emotions; emotions research; strategy development; discovery, define, design, and development; and the innovative company. Academic Pres is an imprint of Elsevier."--Reference and Research Book News, October 2012
Inhaltsangabe
Introduction - Current Problems in the Consumer Packaged Goods industry 1 - Innovation 2 - Introduction to Behavior in Innovation 3 - Behavioral Frameworks 4 - Developing Your Innovation Strategy 5 - Behavioral-Driven Discovery 6 - Conceptual Design for Scoping 7 - Product Design 8 - Rapid Iterative Building 9 - The Future is Now!
