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.

Includes latest findings and a new perspective on sensory marketing and behavioral science in this new edition Reveals groundbreaking predictive techniques for product developers and marketing managers Includes hands-on business cases and future insights from prominent brands and companies to watch

Autorentext

Prof. Diana Derval is the Chair of the global research firm DervalResearch, a Certified B Corp. Award-winning inventor, and author, Diana turns fascinating neuroscientific breakthroughs into powerful business frameworks to understand and predict human behavior and preferences. She has accelerated the development of Fortune 500 firms including LVMH, Richemont, and L'Oréal. Clinical Professor at Donghua University and Sorbonne, Diana has contributed to Harvard Business Review articles and is regularly featured in the media.

Inhalt

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.