Concept Research in Food Product Design and Development

Concept Research in Food Product Design and Development

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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 a€œfuzzy front end.a€ 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 a€œhow toa€ 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: RaD, marketing, sensory analysts, and universities alike. Corporate RaD 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 a€œconsumer-connection.a€ 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.9 2 5 4 10 15 Age-defying formula penetrates the tootha#39;s surface to oxidize stains and reverse discoloration. 8 1 2 5 7 15 Whitening toothpaste with baking soda and peroxide. 8 2 2 5 10 15 ... We conclude that this group of consumers is disinterested and that the elements driving acceptance do so at a very minimal level.

Title:Concept Research in Food Product Design and Development
Author:Howard R. Moskowitz, Sebastiano Porretta, Matthias Silcher
Publisher:John Wiley & Sons - 2008-02-28


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