The Right Sensory Mix: Decoding Customers’ Behavior and Preferences (Management for Professionals) PDF
Preview The Right Sensory Mix: Decoding Customers’ Behavior and Preferences (Management for Professionals)
Management for Professionals Diana Derval The Right Sensory Mix Decoding Customers’ Behavior and Preferences Second Edition Management for Professionals The Springer series Management for Professionals comprises high-level business and management books for executives. The authors are experienced business professionals and renowned professors who combine scientific background, best practice,andentrepreneurialvisiontoprovidepowerfulinsightsintohowtoachieve businessexcellence. Moreinformationaboutthisseriesathttps://link.springer.com/bookseries/10101 Diana Derval The Right Sensory Mix ’ Decoding Customers Behavior and Preferences Second Edition DianaDerval DervalResearch Shanghai,China ISSN2192-8096 ISSN2192-810X (electronic) ManagementforProfessionals ISBN978-3-662-63794-4 ISBN978-3-662-63795-1 (eBook) https://doi.org/10.1007/978-3-662-63795-1 #Springer-VerlagGmbHGermany,partofSpringerNature2022 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpartofthe materialisconcerned,specificallytherightsoftranslation,reprinting,reuseofillustrations,recitation, broadcasting,reproductiononmicrofilmsorinanyotherphysicalway,andtransmissionorinformation storageandretrieval,electronicadaptation,computersoftware,orbysimilarordissimilarmethodology nowknownorhereafterdeveloped. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthispublication doesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfromtherelevant protectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors, and the editorsare safeto assume that the adviceand informationin this bookarebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsor theeditorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringer-VerlagGmbH,DEpartofSpringer Nature. Theregisteredcompanyaddressis:HeidelbergerPlatz3,14197Berlin,Germany DecodingCustomers’BehaviorandPreferences “DianaDervalhaswrittenthebestbookthatIhaveseenonthecriticalroleofthefive 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 departmentmustproceedwithoutfirstreadingthisbook.” —PhilipKotler,S.C.Johnson&SonProfessorofInternationalMarketing,Kellogg SchoolofManagement “DianaDervalinvitesustoexploreoursenses,withthehelpoffascinatingscientific discoveries—andagreatsenseofhumor.Readingherbookwaslikeaneye-opener: it changed my vision of marketing and made me consider a new consumer approach.” —AlexisMühlhoff,HeadofMarketing,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 intellectuallybrilliantanddelightful.ReadthebookandyouwillwanttoadaptProf. Derval'smodel because thebook discloses indetailhow sensory networks andthe ® Hormonal Quotient help predict consumer's attitudes and behavior, the data obtainedfrom herownscientificapproach,tohow actually thetechniqueworksas exemplifiedbywellknowncommercialbrands.Therefore,Ihighlyrecommendthe “The Right Sensory Mix” for all, students, professionals and scientists who don't wanttobeleftbehind.” —Magda Carvalho, PhD Genetics, Faculty Member as Instructor in Medicine at CornellMedicalSchool(NewYork),J.D.,USPatentAttorney “Withaworldobsessedwithdataminingandanalysistohelpunderstandcustomer behavior, Prof Derval's research, presented through her trademark direct and witty style, decodes that conundrum. The book not only elucidates the complex mechanisms of the human body that govern how each one of us quite uniquely experiences the world around us, but also lifts the veil on building, presenting products,servicesthatcanyetofferatrulyimmersiveexperienceacrosstheboard.” —AnubhaKaushal,ProjectDeliveryLead,Paysafe “ProfessorDianaDervalexcelsinbuildingabridgebetweenscientificresearchand businessapplications.Shesharesthelatestscientificinsightsonsensoryperception and human behavior in a clear and accessible way. Illustrated by many business casesanalyzedwithhumor,thebookconveysabrillianttrainofthoughtthatsticksto thebrain.” —MarkvanHagen,SeniorProjectLeaderStrategicResearch,NS(DutchRailways) “MostofallIreallylikethewayDianabridgesthegapsbetweenscience—explained inaverytothepointandunderstandableway—dailylife,productsandpeople.Itis notjustabookaboutbusiness,italsoreallyhelpsoneunderstandwhatitmeanstobe human.” —AnnabelleGalea,VoiceArtist,Singer “HighlyPerceptiveandIntelligent.Onceagain,Prof.DianaDervalgaveusagifton howtoreallyunderstandourcustomers.LikeherfirsteditionofTheRightSensory Mix,thissecond issueisa treasure trove ofknowledge.Ichallengeanyone toread herbookandstopthere.” —JustinEspiritu,Manager,TheMiddleEastCouncilofShoppingCentres&Retailers (MECS+R) To Johan, my Time Crystal Foreword SinceAristotle,wearefamiliarwiththetraditionalfivesenses:sight,hearing,touch, smell,andtaste.Buttowhatextentdoweunderstandthem?AsDianaDervalshows inherexcellentguidethroughthesecretsofhumanperception,weareonlygetting startedinunderstandinghowoursensesfunction.Andwhatanincrediblejourneyit is to explore perception beyond the frontiers we grew up with. Will we ever get there?Willweeverunderstandthenatureofoursensesorevengettoanagreement on,let’ssay,taste?Ofcoursenot.Never! Asahotelier,Imustfindthewaytomakethebestuseofoursensestostrengthen ourfeelingsandsurroundings.Wemustbekeenlyawareofhowwelive,work,and travelonEarth.AtFairmontMayakoba,weseehowfloraandfaunaintersect,how mangrovesbreedwildlife,andtheimpactofourchoicesoncoralreefsintheocean. We remain deeply committed to sustainable value creation, which plays an active roleingivingbackboththeplanetandcommunityforeternalsuccess. To some, the notion of eternal success might feel surreal. For us at Fairmont Mayakoba, the seemingly endless variety of senses offers a fantastic world of excitement and opportunity we travel through day and night. In the atmosphere of pleasure, magic, and comfort we create at our place, understanding sensory perception is the fundamental key to our success in exceeding the expectation of ourguests.DeliveringtheRightSensoryMixiswhatwestriveforcontinuously—a passionwesharewithProf.Derval. BonAppetit! ACCORLuxurybrands,MexicoandCentralAmerica Robert-JanWoltering FairmontMayakoba, RivieraMaya,Mexico iixx Preface Whydosomepeopledrinkblackcoffeeandotherssticktotea?Whydosomepeople prefercompetitors’products?Whydoweselllessinthiscountry?Manycompanies failtoacknowledge andanalyze disparities observedamong customers andsimply put them down to culture or emotion. New neuroendocrinological research proves that consumers are rational: They just have a different biological perception of the samestimulus!Theirpreferences,behavior,anddecisionsarestronglyinfluencedby the hundreds of millions of sensors monitoring their body and brain. People with moretastebudsareforexamplesensitivetobitternessandaremorelikelytodrink theircoffeewithsugarormilk,ortodrinktea. Afterreadingthebook,executiveswillbeableto: – Decodepeople’sbehaviorandpreferencesscientifically – Designtherightsensorymixintermsofcolor,shape,depth,taste,smell,texture, sound,andmore – Shapeattractiveproductsandservicesforeverylocalmarket – Deviseimmersiveexperiencesforeachpersona – Combinemachinesensorsandhumansensesinapowerfulandethicalway – Systematicallyincreasetheinnovationadoptionrate – Inventplanetandpeople-friendlyfutures Throughfascinatingscientificexperiments,insightsfromParistoShanghai,and inspiring cases such as Moncler, Nintendo, Alexa, 88 Pictures, Chanel, Gucci, Le Louvre Abu Dhabi, Huawei Technologies, Fairmont Mayakoba, HoloLens, Devialet,andiceDate,wewillrediscoveroursenses. Inthissecond edition,wereviewfamiliarsenseslikevision,taste,smell,touch, andhearing,butwealsoexplorehiddensenseslikethemagneticsense,thesensefor status, the perception of space and time, the sense of motion, and polarotacticity. Andmoremysteriesareelucidatedthankstosensoryandbiosciences: – TheHaidinger’sBrushhelpsTiffany&Co.turnblueintogold – Qatarispaintingtheroadsinbluetolowerthetemperatures – Havingmorekappa-opioidreceptorsmakesuscraveforcoffeeandpeanuts – Starsarethenewdiamondsastheyalsoemitararecircularlypolarizedlight xi
The list of books you might like
