Product experience

Preface......Page 1
About the Author......Page 3
Holistic Product Development......Page 4
Development Goals......Page 5
Guardrails......Page 6
Approaches To Development......Page 7
Sensory Research......Page 13
Consumer Response Measures......Page 16
Product Optimization Iterations......Page 19
Product Landscapes......Page 20
Breakthrough Food Product Innovation :Through Emotions Research......Page 36
Concept Design......Page 37
Maslow\'s Hierarchy......Page 38
Define Goals......Page 43
The Define Process......Page 44
The Concept Landscape......Page 45
Concept Development......Page 48
TURF ? Picking the Best Combination......Page 54
Concept Refinement......Page 57
Highlighter and “Mouse-Over? Techniques......Page 59
Concept Validation......Page 62
Copyright......Page 67
Societal Change......Page 68
Market Change......Page 69
Commoditization......Page 70
The Perfect Storm......Page 72
Breaking Into the Clear Blue......Page 75
Appendix 1 -A Summary of the Basic Principles of Behavior-Driven Innovation......Page 77
Color Plates......Page 79
Brands......Page 95
The Four Phases of Innovation Strategy Development......Page 96
Deciding Where to Play and Where Not to Play......Page 98
Monitoring Consumer Change......Page 99
Deciding How to Play......Page 101
Building Sustainability......Page 102
Being a Market Disruptor......Page 104
Brand Strategy......Page 105
Destinations......Page 106
Brand KPIs......Page 107
Developing Your Brand Strategy......Page 108
Brand Portfolio Strategy......Page 110
Types of Innovation......Page 111
Behavior-Driven Innovation Strategy......Page 115
Cutting Through the Clutter......Page 117
Consumer Behaviors......Page 118
Sensing Behavior......Page 119
Seeking Behavior......Page 120
Selecting Behavior......Page 123
Sharing Behavior......Page 125
Emotions Research Information......Page 126
Behavior Pyramid?......Page 127
Shelf-Life of Information......Page 131
The Silver Bullet......Page 132
Holistic Product Development......Page 133
Adaptive Learning......Page 135
Behavior-Driven Research......Page 136
The Innovation Team......Page 139
Team Members......Page 140
Working Together as a Team......Page 141
The Sensory Research Function......Page 142
The Marketing Research Function......Page 143
Managing the Innovation Function......Page 144
The Innovator Function......Page 145
How do Innovation Teams Learn?......Page 147
Integrated Design......Page 149
Integration......Page 150
Telling the Story......Page 151
Inspiration......Page 152
The Eight Phases of Innovation Learning......Page 153
Within-Phase Learning Iterations......Page 155
The Key to Data Integration......Page 157
Frameworks......Page 158
Recent Scientific Advances......Page 159
The Psychology and Theory of Emotions......Page 161
Emotion Theory......Page 162
Topology of Product Emotions: Discrete Emotions and Eliciting Conditions......Page 163
The Psychology of Emotions: Theory of Action Readiness Frijda, Desmet......Page 165
The Four Dimensions of Experience......Page 167
The Emotions Insight Wheel......Page 170
Applying Appraisal Frameworks......Page 171
Appraisal Models......Page 172
Dynamic Models......Page 177
Appendix 2- A Summary of the Goals,Guardrails,and Deliverables of Each Phase of Behavior-Driven Innovation......Page 179
Frito-Lay Baked! Lay\'s......Page 181
Orbitz: A Failure in Innovation......Page 182
Voice of the Consumer......Page 184
The P&G Success Story......Page 185
Human Nature......Page 187
Behavioral Insight......Page 189
The Innovation Revolution......Page 190
Raising the Bar......Page 191
An Evolving Path Forward......Page 192
The “Focused Front End?......Page 194
Product Development Cycle......Page 195
Discovery Goals......Page 196
New Consumers......Page 197
New Contexts for Use......Page 198
New Habits......Page 200
Knowledge Mapping......Page 201
Activity-Based Research......Page 203
Social Dialogue Research......Page 206
Opportunity Development......Page 207
Theme Scorecards......Page 208
Opportunity Refinement......Page 211
Opportunity Validation......Page 213
Accelerating the Behavior-Driven Innovation Process......Page 214
Translation......Page 216
Guardrails......Page 217
Approaches to Design......Page 218
Product Design Landscapes......Page 223
Developing the Package Design......Page 227
Choice-Based Conjoint Modeling......Page 231
Choice Modeling......Page 232
The Research Chef......Page 233
Interaction Food Product Design......Page 234
Holistic Research Methods......Page 235
Later Stage Design Iterations......Page 236
Design Validation......Page 237
Innovation Leadership......Page 239
The New Marketing Mix......Page 241
Learning from Experience......Page 243
Behavioral-Based Tracking......Page 244
Decision Metrics......Page 245
Leading Through a Behavior-Driven Focus......Page 246
Hitting the Home Run......Page 247
Shifting the Innovation Paradigm......Page 248
C......Page 252
D......Page 253
H......Page 254
N......Page 255
T......Page 256
V......Page 257
Acknowledgments......Page 258