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The right sensory mix : decoding customers' behavior and preferences / Diana Derval.

Second edition.

9783662637951 (electronic bk.)
3662637952 (electronic bk.)
9783662637944
3662637944

Berlin : Springer, 2022.

English

1 online resource : illustrations (chiefly color).

10.1007/978-3-662-63795-1 doi

HF5415.32 .D47 2022

658.8/342

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 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. After reading the book, executives will be able to: Decode peoples behavior and preferences scientifically Design the right sensory mix (in terms of color, shape, depth, taste, smell, texture, sound, and more) Shape attractive products and services for every local market Devise immersive experiences for each persona Combine smart sensors and human senses in a powerful and ethical way Systematically increase the innovation adoption rate Invent planet and people-friendly futures.

Previous edition: 2010.

Includes bibliographical references and index.

Access limited to authorized users.

Description based on print version record.

Management for professionals.

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