Concepts are critical for the development and marketing of products
and services. They constitute the blueprint for these products and
services, albeit at the level of consumers rather than at the
technical level. A good product concept can help make the product a
success by guiding developers and advertising in the right
direction. Yet, there is a dearth of both practical and scientific
information about how to create and evaluate concepts. There has
been little or no focus on establishing knowledge bases for
concepts. Concept development is too often relegated to the
so-called “fuzzy front end.”
"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.
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