Consumer-driven innovation in food and personal care products (Woodhead Publishing Series in Food Science, Technology and Nutrition - Volume 195)

In this collection, experts from around the world present changes in the global marketplace and developments in research methodologies that underpin new product development (NPD). The business and marketing aspects of NPD, sometimes neglected in books of this type, are addressed alongside methods for product testing. Specific topics include consumer-driven NPD in the food and personal care product industries, evolution in food retailing, advances in concept research, hedonic testing, viewpoints on consumer research methods, statistics for NPD, the future of innovation, and the implications for NPD on topics such as human genetic variation in taste perception and neuroimaging. Several chapters do not fit the genre of a standard scientific article; rather, they are written records of conversations between two people on a particular topic related to consumer-driven innovation in foods and personal care products. In them the interviewees speak freely about their views and experiences in NPD, providing unique insights. Consumer-Driven Innovation in Food and Personal Care Products will broaden readers’ understanding of the many approaches available to NPD personnel and ways in which they can be used to support innovation activities. Consumer-driven innovation in food and personal care products (2010)......Page 1 Woodhead Publishing Series in Food Science, Technology and Nutrition - Volume 195......Page 4 ISBN: 9781845695675......Page 5 --> Contents......Page 8 Contributor contact details......Page 16 Preface......Page 30 1.1 Introduction......Page 35 1.2 Understanding consumer preferences in food markets......Page 37 1.2.1 Consumer quality perception......Page 38 1.2.2 Quality perception as starting point for consumer-oriented food innovation......Page 41 1.2.3 Contexts and situations......Page 42 1.2.4 Methods for analysing consumer quality perception and preference formation......Page 43 1.3.1 Pros and cons of market orientation......Page 48 1.3.2 Cross-functional cooperation and representation of user knowledge......Page 50 1.4 Final perspective......Page 51 1.5 References......Page 52 2 - Changes in food retailing and their implications for new product development......Page 57 2.1 Fundamental innovations in food retailing......Page 58 2.2.1 The increased scale of firms......Page 60 2.2.3 Increased market concentration......Page 62 2.2.5 Changed relationship with consumer......Page 63 2.3 Food retail growth model......Page 65 2.4 Key areas of innovation for retailers......Page 67 2.4.1 Retail formats, formulae and items......Page 68 2.4.2 Brand innovation......Page 70 2.4.3 Expansion into new markets......Page 73 2.4.4 Exploitation of scale and scope economies......Page 76 2.4.5 Faster operation of processes......Page 78 2.4.6 The interactions in innovation......Page 79 2.5 Conclusion......Page 82 2.7 References......Page 83 3.1 Prologue: corporate structures and the new role of research and development (R & D) as innovators in food and beverages......Page 85 3.2 Where do ideas reside?......Page 87 3.3 Entry points for the big ideas and ideation in general......Page 88 3.4 Discovering opportunities and the use of deep knowledge......Page 89 3.4.2 Case study: new concepts and new platforms for soup......Page 90 3.4.3 Key success factors which fi rst enable and then define platform innovations......Page 93 3.5 The role of research and development (R & D) in food companies......Page 94 3.6 Different world-views: academia versus industry......Page 95 3.7 Concept writing is strategy exploration......Page 96 3.8 Tapping the consumer mind......Page 97 3.9 Ideation tools to pull out good ideas......Page 98 3.11 Concepts born of collaboration and the ‘wisdom of the many’......Page 99 3.12 Concept writing – how to do it and how to do it well......Page 100 3.13 Concept screening......Page 101 3.15 Screening promises and full concepts......Page 102 3.17 Experimental design of concepts......Page 106 3.18 A short introduction to design: concepts about water......Page 107 3.19 Putting it all together: from the concept research to the design and sales messaging......Page 114 3.20 Creating the product and marketing it......Page 115 3.23 References and further reading......Page 116 4.1 Interview with Jo Pye......Page 119 4.3 Short biography for Jo Pye......Page 136 5.1 Interview with Gail Civille......Page 138 5.3 Short biography for Gail Civille......Page 150 6.1 Interview with Howard Schutz......Page 152 6.2 References and further reading......Page 162 6.3 Short biography for Howard Schutz......Page 163 7.1 Introduction......Page 164 7.2.1 Indirect and choice-based scaling......Page 165 7.2.2 Direct scaling methods......Page 169 7.3.1 Introductory example......Page 173 7.3.2 Application of best-worst scaling to hedonics......Page 175 7.4.1 Early research leading to labeled magnitude scales......Page 179 7.4.2 The development of the labeled affective magnitude (LAM) scale......Page 180 7.4.3 Application and testing of the LAM scale......Page 183 7.4.4 Recent developments in labeled magnitude scaling......Page 185 7.4.5 Continuous versus categorical responding......Page 188 7.5.1 Comparison of best-worst scaling to other methods, advantages and disadvantages......Page 189 7.5.2 Comparison of labeled affective magnitude scaling to other methods, advantages and disadvantages......Page 191 7.6 Recommendations and conclusions......Page 194 7.7 References......Page 196 8.1 Introduction......Page 204 8.2.1 Tests under controlled conditions......Page 206 8.2.2 Tests under natural conditions......Page 207 8.3.1 Definition of context......Page 209 8.3.2 Taking into account the role of psychological constructs and attitudes on judgment when eating / theoretical background......Page 210 8.3.3 Differences between hedonic data obtained under standardized or naturalistic tasting conditions......Page 212 8.3.4 Contextual variables that may influence food choices and food liking in hedonic tests......Page 216 8.4 When choosing central location tests (CLT) vs. home use tests (HUT): recommendations to manufacturers......Page 222 8.4.2 Limitations of HUT......Page 223 8.4.4 Implementing CLT or HUT......Page 224 8.5 How to improve food testing to enhance integration of eating/drinking situation variables......Page 227 8.5.1 More pertinent physical conditions for consumption......Page 228 8.5.2 Hedonic response measured in various evoked consumption situations......Page 230 8.5.3 Bringing together fi eld and lab hedonic studies......Page 236 8.6 Future trends......Page 240 8.7 References......Page 241 9.1 Introduction......Page 248 9.2.1 Perception versus conceptualisation......Page 249 9.2.2 Liking versus wanting......Page 255 9.2.3 The 3 × 3 ‘Matrix’......Page 257 9.3.1 Capturing functionality......Page 261 9.3.2 Capturing emotionality......Page 263 9.3.3 Emotion checklists......Page 264 9.3.4 Faces and fi gures......Page 266 9.3.5 Imagery......Page 268 9.3.6 Words and language......Page 272 9.4.1 Case study 1 – emotional profi ling of car marques......Page 275 9.4.2 Case study 2 – conceptual profi ling of dark chocolate (products and brands)......Page 287 9.6 Acknowledgements......Page 301 9.8 References......Page 302 10.1 Introduction......Page 304 10.2.1 Definition......Page 305 10.2.2 The scientific base of functional foods......Page 306 10.2.3 Consumer and functional food: the question of claim understanding......Page 308 10.3.1 Global process of understanding......Page 309 10.3.2 Factors that can impact understanding......Page 311 10.4.1 Focus on the regulatory requirements......Page 315 10.4.2 How can previous science help us to build this dedicated method?......Page 316 10.5 Introduction of a new method: claim understanding test (CUT)......Page 317 10.5.1 The CUT method and its implementation......Page 318 10.6 Future trends......Page 325 10.8 References......Page 327 11.1 Introduction......Page 330 11.1.2 New to the world products......Page 331 11.2.1 Additions to existing product lines......Page 332 11.2.2 Brand extensions......Page 333 11.3 Pricing for new to the world products or features......Page 334 11.4 Hedonic price analysis (HPA)......Page 335 11.4.1 Hedonic prices for wine in Australia: an example......Page 336 11.4.2 Pros and cons of hedonic price analysis......Page 338 11.5.1 What is it, and how does it ‘work’?......Page 340 11.5.2 Example DCE for new to the market attributes......Page 342 11.5.3 The value of DCE in new product development......Page 354 11.6 Summary......Page 355 11.7 Sources of further information and advice......Page 356 11.8 References......Page 357 12.1 Introduction......Page 359 12.2 Experimental auctions in action......Page 361 12.2.1 Description of application......Page 362 12.2.2 Summary statistics and relative importance of product attributes......Page 364 12.2.3 Market share predictions, demand elasticities, and optimal pricing......Page 366 12.2.4 Determinants of willingness-to-pay......Page 370 12.2.5 Characterizing product space......Page 373 12.2.6 Characterizing consumer space......Page 376 12.3.2 Hybrid elicitation methods that combine auction and conjoint......Page 379 12.3.3 Data combination strategies......Page 380 12.3.6 Concluding comments......Page 381 12.4 Sources of further information and advice......Page 382 12.5 References......Page 383 13.1.1 The need for field research......Page 385 13.1.2 Planting, irrigating, and harvesting: a field study overview......Page 386 13.2.1 The realism-control (RC) matrix......Page 388 13.2.3 Observational fields......Page 389 13.2.4 Marketplace fields......Page 390 13.2.5 Hybrid fields......Page 391 13.3.1 Moderation or mediation?......Page 392 13.3.2 One occasion or many?......Page 395 13.3.3 Questionnaire design......Page 396 13.3.4 Field data analysis......Page 400 13.4.2 Place......Page 404 13.4.3 Promotion......Page 405 13.6 Sources of further information and advice......Page 409 13.7 References and further reading......Page 411 14.1 Introduction......Page 413 14.2 Theoretical background of the involvement construct......Page 414 14.2.1 Premise of Consumer Involvement Theory (CIT)......Page 415 14.2.2 Defining the involvement construct......Page 417 14.3.1 Reflective versus formative scale measurement perspective......Page 419 14.3.2 Methodological issues......Page 420 14.4 Consumer involvement scales......Page 424 14.4.1 Low and high involvement products......Page 428 14.4.2 Antecedents of involvement......Page 429 14.5.1 Involvement as a segmenting variable......Page 431 14.5.2 The case of food products......Page 432 14.5.3 The case of non food products......Page 437 14.6 Implications for consumer-driven innovation......Page 440 14.6.1 The challenge of innovative products......Page 441 14.6.2 Proposed strategies to involve consumers in a new product......Page 442 14.7 References......Page 443 15.1.1 Brief description of statistical design of experiments (DOE) and alternative approaches......Page 451 15.2.1 Ease and depth of interpretation......Page 453 15.2.2 Efficiency......Page 454 15.2.3 Sensitivity......Page 455 15.3.1 Structure......Page 456 15.3.3 Main effects and interactions......Page 457 15.3.4 Factorial experiment example......Page 460 15.4.1 Structure......Page 462 15.4.2 Questions they answer......Page 463 15.4.3 Aliasing......Page 464 15.4.4 Screening experiment example......Page 467 15.5.1 Structure......Page 470 15.5.2 Questions they answer......Page 473 15.5.3 Predictive models......Page 474 15.5.4 Optimization experiment example......Page 476 15.6.1 Structure......Page 479 15.6.2 Questions they answer......Page 480 15.6.3 Predictive models......Page 481 15.6.4 Mixture experiment example......Page 482 15.7.1 Keys to a successful DOE......Page 484 15.8.1 Optimal designs: economizing on resources while preserving the advantages of the traditional approaches......Page 485 15.9 Implications of product testing with consumers......Page 487 15.9.1 Incomplete serving designs......Page 488 15.9.3 Incorporating instrumental and sensory information......Page 490 15.10 Further reading......Page 491 15.11 References......Page 492 16.1 Introduction......Page 494 16.1.1 Sense and nonsense in existing practice......Page 496 16.1.3 The general measurement invariance framework......Page 497 16.2.1 Multi-group confirmatory factor analysis......Page 498 16.2.2 Levels of measurement invariance......Page 499 16.2.3 Identification, estimation, and testing......Page 500 16.2.4 Model comparisons......Page 501 16.3 Numerical example of data handling in cross-cultural studies......Page 502 16.4.1 Removing the offending items......Page 504 16.5 Conclusion......Page 505 16.6 References......Page 506 16.7 Appendix......Page 507 16.7.1 Example syntax in LISREL......Page 508 16.7.2 Example syntax in AMOS......Page 509 16.7.3 Example syntax in Mplus......Page 511 17.1 Introduction......Page 512 17.2 Concepts of Bayesian networks......Page 514 17.3.1 Initial probability distribution......Page 517 17.3.2 Reasoning from cause to effect......Page 518 17.3.3 Combined influence of variables......Page 520 17.3.4 Reasoning from effect to cause......Page 521 17.4 Inference in simple models......Page 522 17.4.1 Calculation of joint probabilities......Page 523 17.5 Inference in complex models......Page 524 17.5.1 Example of problem......Page 525 17.5.2 Independence and conditional dependence......Page 526 17.5.3 Dependence and conditional independence......Page 528 17.5.4 Joint probability distribution in Bayesian networks......Page 529 17.6.1 Definition of Bayesian networks......Page 530 17.6.4 Known structure, incomplete data......Page 531 17.7.3 Use of prior knowledge......Page 532 17.7.6 Potential applications of Bayesian networks in the food area......Page 533 17.8 Sources for further information and advice......Page 534 17.9 References......Page 535 17.10 Appendix......Page 537 18 - Corporate social responsibility – does it matter to consumers?......Page 538 18.2.1 Marketing and management perspectives......Page 539 18.2.2 Recent perspectives on a fuzzy concept......Page 541 18.3 Mapping the field of consumers’ response to corporate social responsibility (CSR)......Page 542 18.3.1 CSR in consumer behaviour studies......Page 543 18.4 New product development and corporate social responsibility (CSR)......Page 550 18.5. Future trends......Page 551 18.6 References and further reading......Page 553 19.1 Introduction......Page 560 19.1.1 What is anti-consumption?......Page 561 19.1.2 The reasons behind anti-consumption......Page 562 19.2.1 The case of bottled water......Page 572 19.2.2 The case of genetically modified (GM) food......Page 577 19.4 Future trends......Page 583 19.6 References and further reading......Page 585 20.1 Introduction......Page 591 20.1.1 Brief introduction to human genetics......Page 592 20.2.1 Genetic determinants of bitterness perception......Page 595 20.2.3 Genetic determinants of umami perception......Page 596 20.3 Genetics of odour perception......Page 597 20.3.2 Genetic determinants of odour preception......Page 598 20.3.3 A case study on the genetic basis of cis-3-hexen-1-ol preception......Page 601 20.4 The impact of genetic variation on food preference and consumption......Page 603 20.5.1 Opportunities to harness knowledge of the genetic basis of sensory perception in new product development......Page 605 20.5.2 What is happening and what needs to happen to realise these opportunities?......Page 608 20.5.3 Assumptions, issues and ethics......Page 609 20.6 Summary......Page 611 20.7 Sources of further information and advice......Page 612 20.8 References......Page 613 21.1 Introduction......Page 618 21.2.1 Mageneto- and electroencephalography......Page 620 21.2.2 Positron emission tomography......Page 623 21.2.3 Functional magnetic resonance imaging......Page 625 21.2.6 Summary of neuroimaging techniques......Page 627 21.3.1 Organization of the brain......Page 629 21.3.2 Overview of neural correlates of food and personal care product perception......Page 630 21.3.3 Neural correlates of liking......Page 632 21.3.4 Neural correlates of wanting......Page 633 21.3.5 Incentive value; the amygdala and ventral striatum......Page 634 21.3.6 The amygdala and craving......Page 635 21.3.8 Development of liking......Page 636 21.3.9 Encoding of the pleasantness of personal care products......Page 637 21.4 Product choice and neuroeconomics......Page 638 21.5.1 Required instruments and skills......Page 640 21.5.3 Cognitive infl uences on neural encoding......Page 641 21.5.4 Reverse inference problem......Page 643 21.7 Future trends......Page 644 21.9 Sources of further information and advice......Page 646 21.10 References......Page 647 22.1 Interview with Michael Bom Frøst......Page 655 22.2 Sources of further information and advice......Page 665 22.3 Short biography for Michael Bom Frøst......Page 666 Index......Page 667 Experts from around the world present changes in the global marketplace and developments in research methodologies underpinning new product development (NPD) in this essential collection. The business and marketing aspects of NPD, sometimes neglected in books of this type, are addressed alongside methods for product testing.

Trends, processes and perspectives in consumer-driven NPD in the food and personal care product industries are addressed in the opening chapters of the book. Specific topics include evolution in food retailing and advances in concept research. Hedonic testing is the focus of the next section. Different viewpoints on consumer research methods and statistics for NPD are reviewed in later chapters. The final part of the book looks towards the future of innovation, covering the implications for NPD of topics such as human genetic variation in taste perception and neuroimaging.

Several chapters are not standard scientific articles. Rather they are written records of conversations between two people on a particular topic related to consumer-driven innovation in foods and personal care products. In them the interviewees speak freely about their views and experiences in NPD, providing unique insights.

Consumer-driven innovation in food and personal care products will broaden readers’ understanding of the many approaches available to NPD personnel and ways in which they can be used to support innovation activities.

• Provides expert insight into the changes in the global market place and developments in research methodologies underpinning NPD
• Examines the business and marketing aspects of NPD, sometimes neglected in books of this type, are addressed alongside methods for product testing
• Chapters review the different viewpoints on consumer research methods and statistics for NPD

Experts from around the world present changes in the global marketplace and developments in research methodologies underpinning new product development (NPD) in this essential collection. The business and marketing aspects of NPD, sometimes neglected in books of this type, are addressed alongside methods for product testing. Trends, processes and perspectives in consumer-driven NPD in the food and personal care product industries are addressed in the opening chapters of the book. Specific topics include evolution in food retailing and advances in concept research. Hedonic testing is the focus of the next section. Different viewpoints on consumer research methods and statistics for NPD are reviewed in later chapters. The final part of the book looks towards the future of innovation, covering the implications for NPD of topics such as human genetic variation in taste perception and neuroimaging. Several chapters are not standard scientific articles. Rather they are written records of conversations between two people on a particular topic related to consumer-driven innovation in foods and personal care products. In them the interviewees speak freely about their views and experiences in NPD, providing unique insights. Consumer-driven innovation in food and personal care products will broaden readers{u2019} understanding of the many approaches available to NPD personnel and ways in which they can be used to support innovation activities. Provides expert insight into the changes in the global market place and developments in research methodologies underpinning NPD Examines the business and marketing aspects of NPD, sometimes neglected in books of this type, are addressed alongside methods for product testing Chapters review the different viewpoints on consumer research methods and statistics for NPD