Concept Research in Food Product Design and Development (PDF)

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.