Concept Research in Food Product Design and Development

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9780813824246: Concept Research in Food Product Design and Development
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Concepts are critical for the development and marketing of productsand services. They constitute the blueprint for these products andservices, albeit at the level of consumers rather than at thetechnical level. A good product concept can help make the product asuccess by guiding developers and advertising in the rightdirection. Yet, there is a dearth of both practical and scientificinformation about how to create and evaluate concepts. There hasbeen little or no focus on establishing knowledge bases forconcepts. Concept development is too often relegated to theso-called “fuzzy front end.”


Concept Research in Food Product Design and Developmentremedies this inattention to product concepts by providing a uniquetreatment of concepts for the business professional as well as forresearch scientists. The book begins with simple principles ofconcepts, moves forward to methods for testing concepts, and thenon to more substantive areas such as establishing validity, testinginternationally and with children, creating databases, and sellingin new methods for concept testing. The book combines a “howto” business book with a detailed treatment of the differentfacets of concept research. As such, the book represents a uniquecontribution to business applications in food, and consumerresearch methods. The book is positioned specifically for foods, tomaintain a focus on a coherent set of topics.

Concept Research in Food Product Design and Developmentappeals to a wide variety of audiences: R&D, marketing, sensoryanalysts, and universities alike. Corporate R&D professionalswill learn how to create strong concepts. Marketers will recognizehow concepts are at the heart of their business. Sensory analystswill find the book a natural extension of their interest in productfeatures. University students will understand how concept researchis a critical part of the “consumer-connection.”Concept Research in Food Product Design and Development isthe definitive, innovative text in describing how to create,analyze, and capitalize upon new product concepts.

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About the Author:

Howard R. Moskowitz, Ph.D. is president and CEO of MoskowitzJacobs Inc., White Plains, NY, a firm he founded in 1981. Moskowitzis a well-known experimental psychologist in the field ofpsychophysics (the study of perception and its relation to physicalstimuli), and an inventor of world-class market researchtechnology. Among his important contributions to market research ishis 1975 introduction of psychophysical scaling and productoptimization for consumer product development. A Fellow of theInstitute of Food Technologists and member of numerous otherprofessional societies, he has written/edited twelve books,published well over 250 articles, and serves on the editorial boardof major journals. With colleague E.P. Koster, Moskowitz co-foundedthe journal Chemical Senses and Flavor, now calledChemical Senses, the leading journal in the field.

Sebastiano Porretta, Ph.D. is a senior researcher of theItalian Ministry of Industry at the Experimental Station for theFood Preservation Industry in Parma, Italy. He is well known forhis research devoted to the study of the quality, and particularlythe development of techniques, for a more accurate qualityevaluation considering the relationships between thephysico-chemical and sensory properties of food. He contributes tothe Sensory and Consumer Evaluation of Food and Food Marketwith original approaches: the interactions between foods and theconsumers. Great work was done to evaluate the effect ofingredients on food quality and consumer acceptability.
Currently, Porretta's Professor of Food Processing at the CatholicUniversity of Piacenza, Professor of Sensory and Consumer Scienceat the University of Gastronomic Sciences of Pollenzo, andPresident of the Italian Association of Food Technology (AITA),since 1997. Additionally, Porretta is the Author/Editor of sixteenbooks and papers in scientific journals and a member of severalboards of international peer reviewed journals.

Matthias Silcher, M.A. is assistant project director atMoskowitz Jacobs Inc. and has a background in empiricalcommunication research, sociology and political science from theUniversity of Berlin, Germany. His thesis, Survey by ShortMessaging Service was the first academic paper on this subject.He has consulted for Kienbaum Consultants and advised as apolitical researcher for NFO Infratest.

Review:

“A brilliant 597 pages in six major chapters... How canan organisation translate consumers’ needs... in to aproduct that [they] acquire willingly, use beneficially and disposeof with minimal environmental stress? This book answers byproviding a unique treatment of concepts for business professionalsas well as for research scientists.

In fact, there is no other book like it!”
Dr Aubrey Parsons, Food and Beverage Reporter, May2006

"A brilliant 597 pages in six major chapters and 27sub-chapters."

"This book answers by providing a unique treatment of conceptsfor business professionals as well as for research scientists. Infact, there is no other book like it!" Food and Beverage, May2006

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Book Description Iowa State University Press, United States, 2005. Hardback. Condition: New. New. Language: English. Brand new Book. 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. Seller Inventory # AAH9780813824246

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Howard R. Moskowitz, Sebastiano Porretta, Matthias Silcher
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Book Description Iowa State University Press, United States, 2005. Hardback. Condition: New. New. Language: English . Brand New Book. 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: RD, marketing, sensory analysts, and universities alike. Corporate RD 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. Seller Inventory # AAH9780813824246

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