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The Right Sensory Mix: Targeting Consumer Product Development Scientifically 2010th Edition

4.4 out of 5 stars 7 customer reviews
ISBN-13: 978-3642120923
ISBN-10: 364212092X
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Editorial Reviews

Review

From the reviews:

“Professor Derval has made this research accessible and understandable in her acclaimed book … which has been making waves not only in the field of neuroscience, but also in the marketing world, for the past year and a half. … ‘Diana Derval has written the best book … . Her writing is lively, full of relevant case studies, and rich in insights. No marketing department or new product department must proceed without first reading this book.’” (MMD Newswire, November, 2011)

Review

  "Diana Derval has written the best book that I have seen on the critical role of the five senses in determining our brand preferences.  Her writing is lively, full of relevant case studies, and rich in insights.  No marketing department or new product department must proceed without first reading this book."  - Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management

     “A very innovative and promising approach, which takes into account the physiological diversity of consumers, and proposes to link it with behavioral characteristics; product developers and marketing teams should read this book in order to take advantage of the variability of sensory perceptions.“  - Nathalie Jacquet,  Head of Sensory Analysis & New Products Development, Research Center Pernod Ricard     

“Professor Diana Derval inspires you with her mental agility, always seizing any opportunity to break "conventional" consumer insights with a new, scientific approach, producing unexpected strategies for predicting consumer behaviors and new ways of identifying unexplored, profitable market segments. A fascinating book!"  - Markus Kohler, Director Packaging at Philip Morris International

    "Diana Derval invites us to explore our senses, with the help of fascinating scientific discoveries – and a great sense of humor. Reading her book was like an eye-opener: it changed my vision of marketing and made me consider a new consumer approach."  - Alexis Mühlhoff, Head of Marketing, Komatsu    

“Five golden stars! "The Right Sensory Mix" takes the concepts of genetics and neuroendocrinology and applies them to predict consumer behavior. The text is intellectually brilliant and delightful. Read the book and you will want to adapt Prof. Derval's model because the book discloses in detail how sensory networks and the Hormonal QuotientTM help predict consumer's attitudes and behavior, the data obtained from her own scientific approach, to how the technique works as exemplified by well known commercial brands." - Magda Carvalho, PhD Genetics, Faculty Member Cornell Medical School New York, J.D., US Patent Attorney  

“Thanks to her discovery concerning the relationship between hormones and sensory sensitivity, Diana Derval proposes an amazing scientific approach to accurately profile consumers, according to their Hormonal QuotientTM. She succeeds in explaining her findings on smell, color, and texture preferences in a very simple and lively way making her book so pleasant to read. This original tool can be recommended for marketing profiling or in addition to a psychology study to comprehend one’s personality." - Wai Wong, accessory group development manager, Sephora/LVMH Group

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Product Details

  • Hardcover: 146 pages
  • Publisher: Springer; 2010 edition (September 21, 2010)
  • Language: English
  • ISBN-10: 364212092X
  • ISBN-13: 978-3642120923
  • Product Dimensions: 6.2 x 0.5 x 9.4 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #543,912 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
This fascinating book made me look at sensory preferences in a whole new light. Traditional teaching in regard to scent is that people associate emotions from their experiences with a scent and that is the basis for preference. But it doesn't explain whole groups of preferences (like why I don't like florals, when I've had plenty of good experiences with flowers). This book does, and further, it translates these sensory preferences into consumer behavior in regard to products which is amazing. The only reason I didn't give it 5 stars is that it was hard to make predictions on how a specific individual would perceive across the senses, given a particular hormonal mix. A table showing colors, smells, sounds, tastes and textures a estrogen, balanced, testosterone (light) and testosterone (heavy) person would prefer and avoid would be invaluable.
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Format: 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.
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Format: Hardcover
"Diana Derval writes, teaches and speaks about the use of neuroscience research on marketing practices. The text is beautifully written. The book presents a complete picture of how the senses help to understand people's wants. The book is relevant for marketing professionals to update their knowledge and acquire powerful new marketing methods. This book is highly recommended for beginners to experienced marketing professionals working with big or small companies. It can also be a great gift for the curious minded."
- Nice Shindo, PhD in Genetics and Molecular Biology; scientific writing consultant.
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Format: Hardcover
Five golden stars! "The Right Sensory Mix" takes the concepts of genetics and neuroendocrinology and applies them to predict consumer behavior. The text is intellectually brilliant and delightful. Read the book and you will want to adapt Prof. Derval's model because the book discloses in detail how sensory networks and the Hormonal QuotientTM help predict consumer's attitudes and behavior, the data obtained from her own scientific approach, to how the technique works as exemplified by well known commercial brands. Magda Carvalho, PhD, Patent Attorney.
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