25. Concept Development and the Consumer-Insights Business

  1. Howard R. Moskowitz Ph.D. President1,
  2. Sebastiano Porretta Ph.D.2 and
  3. Matthias Silcher M.A.3

Published Online: 28 JAN 2008

DOI: 10.1002/9780470290132.ch25

Concept Research in Food Product Design and Development

Concept Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Porretta, S. and Silcher, M. (2005) Concept Development and the Consumer-Insights Business, in Concept Research in Food Product Design and Development, Blackwell Publishing, Oxford, UK. doi: 10.1002/9780470290132.ch25

Author Information

  1. 1

    Moskowitz Jacobs Inc., White Plains, New York, USA

  2. 2

    Experimental Station for the Food Preservation Industry Parma, Italy

  3. 3

    Moskowitz Jacobs Inc.

Publication History

  1. Published Online: 28 JAN 2008
  2. Published Print: 10 FEB 2005

ISBN Information

Print ISBN: 9780813824246

Online ISBN: 9780470290132

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Keywords:

  • concept development;
  • marketing research;
  • product development;
  • consumer insights;
  • consumer research

Summary

This chapter contains sections titled:

  • Introduction

  • Today's Competitive, Inquisitive, and Unforgiving Environment

  • Consumer Insights: A Continuing, Elusive Notion That Has Created Its Own Cadre of Jobs

  • Consumer Insights as a Competitive Advantage: New Growth for an Historical Discipline

  • The Ambiguity of Data-based Insights versus Flawless Test Execution

  • Insights, Actionability, Concept Development, and a Reserved Seat for the Researcher at Management's Table

  • The Insights Client as Consumer: Getting Inside the Client Mind

  • Research Approach

  • What Should the Market (Consumer)Researcher Do in Light of the Low Initial Response to the Role as Insights Provider?

  • Can Researchers Span the Range of Consultant and Data Provider?

  • The Role of Process in a World of Insights

  • Beyond the Insights to the Sensory Professional

  • How the Characteristics of Individuals Drive Their Perception of a Sensory Professional