2 of 2 people found the following review helpful
A real page-turner!,
This review is from: The Right Sensory Mix: Targeting Consumer Product Development Scientifically (Hardcover)I started following Prof Derval's research years ago, with increasing interest. As a former student in both Life Sciences and Marketing, I couldn't fail to be attracted by her approach on a professional level. Moreover, her research was of ever renewed relevance in explaining "phenomenons" that I used to discard as "it's just the way it is" : I was tested by Pr Derval as testosterone-driven, a super-taster, and a super-amplifier, which shed a new light on many aspects of my sensory approach to the world (a real hatred for coffee when, as a consultant, I was offered a cuppa every hour or so... Seeing shades of colors that nobody else seemed to see (no it's not green, it's turquoise blue !) and so on and so forth). Being myself very interested in research on immune disorders, Pr Derval's approach apppears to me as a path that should be followed in detecting a likelihood in individuals to present immune system hiccups - her "predictions" using the Hormonal Quotient indeed pointed at several of my friends who had known or unknown (but later discovered) major immune disorders (such as asthma and pregnancy auto-immune issues).
Last but not least, I thoroughly enjoyed the fact that her book was written in a very lively style, with very down-to-earth examples (I totally recognized myself in the portrait of the new mum digging out her WiiFit!!!) and none of the usual "wanna-be-serious-at-all-rate" style that too often define a scientific text. Not often said for that kind of book, but it was really a page-turner!
Sandrine Françon, INA-Paris Grignon Engineer, MBA.