Concept Research in Food Product Design and Development
February 2005, Wiley-Blackwell
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.
Part I: Nuts & Bolts, Raw Materials & Ratings.
2. Single Benefits Screening (promise testing) and more Complex Concept Testing.
3. Ideation Strategies & Their Deployment in Concept Development.
4. From Questions and Scales to Respondents and Field Execution.
Part II: Experimental Designs, Graphics, Segments and Markets.
5. Systematic Variation of Concept Elements and the Conjoint Analysis Approach.
6. Concepts as a Combination of Graphics.
7. Segmentation Results and the Differential Importance of Categories.
8. International Research and Transnational Segmentation (Chapter written by Bert Krieger).
Part III : Advanced Analytics.
9. Believing the Results: Reliability and Validity.
10. Response time as a Dependent Variable in Concept Research.
11. Children Compared with Adults.
12. Pricing Issues in Early-stage Concept Research.
13. Analyzing a Study: Casual-dining Restaurant.
14. Creating Products from Concepts and Vice Versa.
15. Exploratory Modeling and Mapping, Simulating New Combinations, Data Mining.
Part IV: Putting the Approaches to Work.
16. Developing from the Ground up: Self-authoring Systems for Text and Package Concepts (Chapter written by Alex Gofman).
17. Deconstruction and competitive intelligence.
18. Bottom-up Innovation: Creating Product Concepts from First Principles (Chapter written by Roberto Cappuccio).
19. Creating a Cyberspace Innovation Machine (Chapter written by Laurent Flores and Andrea Maier).
Part V: Databasing.
20. Creating an Integrated Database from Concept Research – The It! Studies (Chapter written by Hollis Ashman and Jacqueline Beckley).
21. Highlights and insights from The It! Studies: Crave It! and Eurocrave (Chapter written by Tracy Luckow).
22. Highlights and Insights from the Drink It!® Study (Chapter written by Angus Hughson).
23. Understanding Brand Names in Concepts.
24. Emotion in concepts (Chapter written with the help of Hollis Ashman).
Part VI: The Grand Overview.
25. Concept Development and the Consumer-insights Business (Chapter with the help of Jeffrey Ewald).
26. Scientific & Business Realpolitik: Insights from selling new ideas for Concept Research.
27. Two Views of the future: Structured Informatics and Research.
Sebastiano Porretta, Ph.D. is a senior researcher of the
Italian Ministry of Industry at the Experimental Station for the
Food Preservation Industry in Parma, Italy. He is well known for
his research devoted to the study of the quality, and particularly
the development of techniques, for a more accurate quality
evaluation considering the relationships between the
physico-chemical and sensory properties of food. He contributes to
the Sensory and Consumer Evaluation of Food and Food Market
with original approaches: the interactions between foods and the
consumers. Great work was done to evaluate the effect of
ingredients on food quality and consumer acceptability.
Currently, Porretta's Professor of Food Processing at the Catholic University of Piacenza, Professor of Sensory and Consumer Science at the University of Gastronomic Sciences of Pollenzo, and President of the Italian Association of Food Technology (AITA), since 1997. Additionally, Porretta is the Author/Editor of sixteen books and papers in scientific journals and a member of several boards of international peer reviewed journals.
Matthias Silcher, M.A. is assistant project director at Moskowitz Jacobs Inc. and has a background in empirical communication research, sociology and political science from the University of Berlin, Germany. His thesis, Survey by Short Messaging Service was the first academic paper on this subject. He has consulted for Kienbaum Consultants and advised as a political researcher for NFO Infratest.
- Unique treatment of concepts for the business professional and
the research scientist
- Positioned specifically for foods, to maintain a focus on a
coherent set of topics
- Definitive text in describing how to create, analyze and capitalize upon new product concepts
In fact, there is no other book like it!”
Dr Aubrey Parsons, Food and Beverage Reporter, May 2006
"A brilliant 597 pages in six major chapters and 27
"This book answers by providing a unique treatment of concepts for business professionals as well as for research scientists. In fact, there is no other book like it!" Food and Beverage, May 2006