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Consumer-driven innovation in food and personal care products

Edited by S R Jaeger, The New Zealand Institute for Plant and Food Research Limited, New Zealand and H MacFie, Consultant in sensory and consumer science, UK

Woodhead Food Series No. 195

 - 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
 - includes written records of conversations between two experts on a particular topic related to consumer-driven innovation in foods and personal care products
 - looks into the future of innovation, covering the implications for NPD of topics such as human genetic variation in taste perception and neuroimaging

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.

ISBN 1 84569 567 4
ISBN-13: 978 1 84569 567 5
August 2010
704 pages  234 x 156mm  hardback  
£170.00 / US$290.00 / €210.00

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About the editors

Dr Sara Jaeger is the leader of the sensory and consumer science team at the New Zealand Institute for Plant and Food Research. She is experienced in sensory science and marketing, and is a prolific author including many papers providing a unique multi disciplinary perspective in consumer science. Widely in demand as a scientific reviewer and research collaborator, and with a growing reputation as an innovative consultant, she continues to explore and develop new research methodologies to assist the food, beverage and personal care industries.

Dr Hal MacFie is an independent food consultant, visiting Professor at the University of Reading and editor of the journal Food Quality and Preference. He is widely respected for his work in sensory and consumer science.

Titles which may also be of interest:
Consumer-led food product development
Understanding consumers of food products

Contents

PART 1 NEW PRODUCT DEVELOPMENT HEAD-ON: TRENDS, PROCESSES AND PERSPECTIVES
PART 2 HEDONIC SCALING IN NEW PRODUCT DEVELOPMENT: PAST, PRESENT AND FUTURE
PART 3 CONSUMER RESEARCH METHODS IN NEW PRODUCT DEVELOPMENT
PART 4 STATISTICS AND NEW PRODUCT DEVELOPMENT
PART 5 NEW PRODUCT DEVELOPMENT IN THE FUTURE: NEW CONSUMER TRENDS, NEW SCIENCE

PART 1 NEW PRODUCT DEVELOPMENT HEAD-ON: TRENDS, PROCESSES AND PERSPECTIVES

Consumer-oriented innovation in the food and personal care products sectors: understanding consumers and using their insights in the innovation process
K G Grunert, B B Jensen, A-M Sonne, K Brunsø and J Scholderer, Aarhus University, D V Byrne, University of Copenhagen, C Clausen, A Friis and G Hyldig, Technical University of Denmark, L. Holm, University of Copenhagen, N H Kristensen, Aalborg University, Denmark and C Lettl, Vienna University of Economics and Business, Austria
 - Introduction
 - Understanding consumer preferences in food markets
 - Innovation management and market orientation
 - Final Perspective
 - References

Changes in food retailing and their implications for new product development
J Dawson, Universities of Edinburgh and Stirling, Scotland
 - Fundamental innovations in food retailing
 - Directions of change in food retailing
 - Food retail growth model
 - Key areas of innovation for food retailers
 - Conclusion
 - Sources of further information and advice
 - References

Recent advances in commercial concept research for product development
S Porretta, Experimental Station for the Food Preserving Industry, Italy, H Moscowitz, Moskowitz Jacobs Inc., USA and J Hartmann, Unilever Foods, The Netherlands
 - Prologue: corporate structures and the new role of research and development (R&D) as innovators in food and beverages
 - Where do ideas reside? Entry points for the big ideas and ideation in general
 - Discovering opportunities and the use of deep knowledge
 - The role of research and development (R&D) in food companies
 - Different world-views: academia versus industry
 - Concept writing is strategy exploration
 - Tapping the consumer mind
 - Ideation tools to pull out good ideas
 - Concepts born of observing
 - Concepts born of collaboration and the ‘wisdom of the many’
 - Concept writing – how to do it and how to do it well
 - Concept screening
 - Qualitative screening
 - Screening promises and full concepts
 - Simulated market test at the concept level
 - Experimental design of concepts
 - A short introduction to design: concepts about water
 - Putting it all together: from the concept research to the design and sales messaging
 - Creating the product and marketing it
 - Summing up
 - Acknowledgement
 - References

Innovation strategies and trends in the global fast moving consumer goods sector: an interview with Mintel’s Jo Pye
J Pye, Mintel International, Australia and S R Jaeger, The New Zealand Institute for Plant and Food Research Limited, New Zealand
 - Interview with Jo Pye
 - References and further reading
 - Short biography for Jo Pye

Innovation in foods and personal care products: an interview with Gail Civille
G V Civille, Sensory Spectrum Inc., USA and S R Jaeger, The New Zealand Institute for Plant and Food Research, New Zealand
 - Interview with Gail Civille
 - Sources of further information and advice
 - Short biography for Gail Civille

Innovation in sensory practice and education: an interview with Howard Schutz
H G Schutz, University of California at Davis, USA and S R Jaeger, The New Zealand Institute for Plant and Food Research, New Zealand
 - Interview with Howard Schutz
 - References and further reading
 - Short biography for Howard Schutz

PART 2 HEDONIC SCALING IN NEW PRODUCT DEVELOPMENT: PAST, PRESENT AND FUTURE

Hedonic measurement for product development: new methods for direct and indirect scaling
A V Cardello, US Army Natick Soldier R, D & E Center, USA and S R Jaeger, The New Zealand Institute for Plant and Food Research, New Zealand
 - Introduction
 - Historical developments in the scaling of hedonics
 - Best-worst scaling: a modern approach to indirect scaling
 - Labeled magnitude Scales: a modern approach to direct scaling
 - Comparisons among hedonic scaling methods
 - Recommendations and conclusions
 - References

The effects of context on liking: implications for hedonic measurements in new product development
J Delarue, AgroParisTech and I Boutrolle, Danone Research, France
 - Introduction
 - Current practice of hedonic tests: central location test (CLT) and home use test (HUT)
 - How context may affect preferences
 - When choosing CLT vs
 - home use test HUT: recommendations to manufacturers
 - How to improve food testing to enhance integration of eating/drinking situation variables
 - Future trends
 - References

Going beyond liking: measuring emotional and conceptual profiles to make better new products
D Thomson, MMR Research Worldwide Inc., UK
 - Introduction
 - Part 1: Understanding consumer choice processes
 - Part 2: Measuring conceptualisations
 - Part 3: Conceptual profiling case studies
 - Conclusions
 - Acknowledgements
 - Sources of further information and advice
 - References

PART 3 CONSUMER RESEARCH METHODS IN NEW PRODUCT DEVELOPMENT

Consumer understanding and reaction to health claims: insights and methodolgy
M Rogeaux, Danone Research, France
 - Introduction
 - Functional foods
 - The process of consumer understanding of the health benefit
 - How to evaluate the consumer understanding with a consumer test? Introduction of a new method: consumer understanding test (CUT)
 - Future trends
 - Sources of further information and advice
 - References

Pricing for new product development
L Lockshin and S Mueller, University of South Australia, Australia
 - Introduction
 - Rules of thumb for pricing new flavours, styles, and brand extensions
 - Pricing for new to the world products or features
 - Hedonic price analysis (HPA)
 - Basic discrete choice experiments
 - Summary
 - Sources of further information and advice
 - References

Experimental auction markets for studying consumer preferences
J L Lusk, Oklahoma State University, USA
 - Introduction
 - Experimental auctions in action
 - Frontier research in experimental auction markets
 - Sources of further information and advice
 - References

Doing consumer research in the field
C R Payne, The New Mexico State University School of Business and B Wansink, Cornell University, USA
 - Introduction
 - The nature of the field
 - Consumer field study considerations
 - Field mistakes
 - Conclusion
 - Sources of further information and advice
 - References

The importance of consumer involvement and implications for new product development
I Lesschaeve, Vineland Research and Innovation Centre, Canada, J Bruwer, The University of Adelaide, Australia
 - Introduction
 - Theoretical background of the involvement construct
 - Measurement methods
 - Consumer involvement scales
 - Moderating role of involvement on consumer purchase and consumption behaviours
 - Implications for consumer-driven innovation
 - References

PART 4 STATISTICS AND NEW PRODUCT DEVELOPMENT

Statistical design of experiments in the 21st Century and implications for consumer product testing
B T Carr, Carr Consulting, USA
 - Introduction
 - Advantages of statistical design of experiments (DOE)
 - Factorial experiments
 - Screening experiments
 - Optimization experiments
 - Mixture experiments
 - Selecting experimental variables and their ranges
 - Traditional deigns and computer-aided optimal designs
 - Implications of production testing with consumers
 - References

Data handling in cross-cultural studies: measurement invariance
J Scholderer, Aarhus University, Denmark
 - Introduction
 - Assessing measurement invariance
 - Numerical example of data handling in cross-cultural studies
 - Correcting for bias: three strategies
 - Conclusion
 - References
 - Appendix

Bayesian networks for food science: theoretical background and potential applications
V A Phan, U Garczarek, M Dekker and M A J S van Boekel, Wageningen University and U Garczarek, Unilever Food and Health Research Institute, The Netherlands
 - Introduction
 - Concepts of Bayesian networks
 - Use of Bayesian networks
 - Inference in simple models
 - Inference in complex models
 - Learning Bayesian networks
 - Discussions
 - Sources of further information and advice
 - Reference
 - Appendix

PART 5 NEW PRODUCT DEVELOPMENT IN THE FUTURE: NEW CONSUMER TRENDS, NEW SCIENCE

Corporate social responsibility – does it matter to consumers?
S C Beckmann, Copenhagen Business School, Denmark
 - Introducing the topic
 - What constitutes corporate social responsibility (CSR)? Mapping the fields of consumers’ response to corporate social responsibility (CSR)
 - New product development and corporate social responsibility (CSR)
 - Future trends
 - References

Anti-consumption: a cause for concern in the food and personal care products sectors?
M S W Lee, The University of Auckland Business School, New Zealand
 - Introduction
 - Anti-consumption and personal care products and innovation in food
 - Summary
 - Future trends
 - Sources of further information and advice
 - References and further reading

Genetic variation in taste and odour perception: an emerging science to guide new product development
R D Newcomb, J McRae, J Ingram, K Elborough and S R Jaeger, The New Zealand Institute for Plant and Food Research Limited, New Zealand
 - Introduction
 - The genetics of human taste perception
 - Genetics of odour perception
 - The impact of genetic variation on food preference and consumption
 - Industry opportunities and issues
 - Summary
 - Sources of further information and advice
 - References

Neuroimaging of sensory perception and hedonic reward
M G Veldhuizen, Yale University School of Medicine, USA
 - Introduction
 - Neuroimaging techniques
 - Key neural substrates of pleasantness
 - Product choice and neuroeconomics
 - Pitfalls of neuroimaging of sensory perception and food reward
 - Promises of neuroimaging for new product developers
 - Future trends
 - Conclusion
 - Sources of further information and advice
 - References

Molecular gastronomy, chefs and food innovation: an interview with Michael Frøst
M Bom Frøst, University of Copenhagen, Denmark and S R Jaeger, The New Zealand Institute for Plant and Food Research Limited, New Zealand
 - Interview with Michael Bom Frøst
 - Sources of further information and advice
 - Short biography for Michael Bom Frøst