The Right Sensory Mix

Targeting Consumer Product Development Scientifically

  • Diana Derval

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Diana Derval
    Pages 1-22
  3. Diana Derval
    Pages 23-48
  4. Diana Derval
    Pages 49-75
  5. Diana Derval
    Pages 77-101
  6. Diana Derval
    Pages 103-138
  7. Back Matter
    Pages 139-146

About this book


Berry-AMA Book Prize FINALIST 2011!

“The Right Sensory Mix” is one of the four best marketing books in 2011 according to the American Marketing Association Foundation.  

The Berry-AMA Book Prize is awarded annually be the Foundation (AMAF) and recognizes books whose innovative ideas have had significant impact on marketing and related fields. For additional information about the Berry-AMA Book Prize, visit Berry-AMA Book Prize.

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 consumers 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, managers will be able to:

• Understand and predict consumers’ behavior and preferences

• Design the right sensory mix (color, shape, taste, smell, texture, and sound) for each product

• Fine-tune their positioning and product range for every local market

• Systematically increase their innovation hit rate


Behavioral Neuromarketing New Product Development Product Design Sensory Science User Experience design development marketing

Authors and affiliations

  • Diana Derval
    • 1
  1. 1.DervalResearchAmsterdamNetherlands

Bibliographic information

  • DOI
  • Copyright Information Springer-Verlag GmbH Berlin Heidelberg 2010
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-12092-3
  • Online ISBN 978-3-642-12093-0
  • Buy this book on publisher's site
Industry Sectors
Finance, Business & Banking