Concept Research in Food Product Design and Development

Part I: Nuts & Bolts, Raw Materials & Ratings.

2. Single Benefits Screening (promise testing) and more Complex Concept Testing.

3. Ideation Strategies & Their Deployment in Concept Development.

4. From Questions and Scales to Respondents and Field Execution.

Part II: Experimental Designs, Graphics, Segments and Markets.

5. Systematic Variation of Concept Elements and the Conjoint Analysis Approach.

6. Concepts as a Combination of Graphics.

7. Segmentation Results and the Differential Importance of Categories.

8. International Research and Transnational Segmentation (Chapter written by Bert Krieger).

Part III : Advanced Analytics.

9. Believing the Results: Reliability and Validity.

10. Response time as a Dependent Variable in Concept Research.

11. Children Compared with Adults.

12. Pricing Issues in Early-stage Concept Research.

13. Analyzing a Study: Casual-dining Restaurant.

14. Creating Products from Concepts and Vice Versa.

15. Exploratory Modeling and Mapping, Simulating New Combinations, Data Mining.

Part IV: Putting the Approaches to Work.

16. Developing from the Ground up: Self-authoring Systems for Text and Package Concepts (Chapter written by Alex Gofman).

17. Deconstruction and competitive intelligence.

18. Bottom-up Innovation: Creating Product Concepts from First Principles (Chapter written by Roberto Cappuccio).

19. Creating a Cyberspace Innovation Machine (Chapter written by Laurent Flores and Andrea Maier).

Part V: Databasing.

20. Creating an Integrated Database from Concept Research – The It! Studies (Chapter written by Hollis Ashman and Jacqueline Beckley).

21. Highlights and insights from The It! Studies: Crave It! and Eurocrave (Chapter written by Tracy Luckow).

22. Highlights and Insights from the Drink It!® Study (Chapter written by Angus Hughson).

23. Understanding Brand Names in Concepts.

24. Emotion in concepts (Chapter written with the help of Hollis Ashman).

Part VI: The Grand Overview.

25. Concept Development and the Consumer-insights Business (Chapter with the help of Jeffrey Ewald).

26. Scientific & Business Realpolitik: Insights from selling new ideas for Concept Research.

27. Two Views of the future: Structured Informatics and Research.

Index