Abstract
In this chapter, we come to our senses and start by answering the following critical questions in Sect. 1.2 with the coffee case (Fig. 1.1):
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Why do customers prefer a product?
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Which customers would like my product and why?
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How can I attract more of them?
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What is the role of culture, brand credibility and emotions on the purchasing decision?
Our investigations lead us into the fascinating world of sensory perception and we discover in Sect. 1.3 why consumer insights are on the tip of our tongue, how taste works, and the possible business applications.
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Derval, D. (2010). Coming to Our Senses. In: The Right Sensory Mix. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-12093-0_1
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DOI: https://doi.org/10.1007/978-3-642-12093-0_1
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