Concept Research in Food Product Design and Development

by Howard R. Moskowitz (Moskowitz Jacobs, Inc., White Plains, New York ); Sebastiano Porretta (Moskowitz Jacobs Inc.); Matthias Silcher (Moskowitz Jacobs, Inc.)

• ISBN13: 9780470289990
• ISBN10: 0470289996
• Format: eBook
• Copyright: 2008-02-01
• Publisher: Wiley-Blackwell

Summary

Concepts are critical for the development and marketing of products and services. They constitute the blueprint for these products and services, albeit at the level of consumers rather than at the technical level. A good product concept can help make the product a success by guiding developers and advertising in the right direction. Yet, there is a dearth of both practical and scientific information about how to create and evaluate concepts. There has been little or no focus on establishing knowledge bases for concepts. Concept development is too often relegated to the so-called "fuzzy front end." Concept Research in Food Product Design and Development remedies this inattention to product concepts by providing a unique treatment of concepts for the business professional as well as for research scientists. The book 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. The book 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. Concept Research in Food Product Design and Development appeals to a wide variety of audiences: R&D, marketing, sensory analysts, and universities alike. Corporate R&D professionals will learn how to create strong concepts. Marketers will recognize how concepts are at the heart of their business. Sensory analysts will find the book a natural extension of their interest in product features. University students will understand how concept research is a critical part of the "consumer-connection." Concept Research in Food Product Design and Development is the definitive, innovative text in describing how to create, analyze, and capitalize upon new product concepts.

Table of Contents

The Business Environment and the Role of Concept Research in that Environment

Nuts & Bolts, Raw Materials & Ratings

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 (Chapter written

Believing the Results: Reliability and Validity

Response time as a Dependent Variable in Concept Research

Children Compared with Adults

Pricing Issues in Early-stage Concept Research

Analyzing a Study: Casual-dining Restaurant

Creating Products from Concepts and Vice Versa

Exploratory Modeling and Mapping, Simulating New Combinations, Data Mining

Putting the Approaches to Work

Developing from the Ground up: Self-authoring Systems for Text and Package Concepts (Chapter written

Deconstruction and competitive intelligence

Bottom-up Innovation: Creating Product Concepts from First Principles (Chapter written

Creating a Cyberspace Innovation Machine (Chapter written

Databasing

Creating an Integrated Database from Concept Research û The It! Studies (Chapter written

Highlights and insights from The It! Studies: Crave It! and Eurocrave (Chapter written

Highlights and Insights from the Drink It!“ Study (Chapter written

Understanding Brand Names in Concepts

Emotion in concepts (Chapter written with the help of

The Grand Overview

Concept Development and the Consumer-insights Business (Chapter with the help of

Scientific & Business Realpolitik: Insights from selling new ideas for Concept Research

Two Views of the future: Structured Informatics and Research

Index

Table of Contents provided by Publisher. All Rights Reserved.