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Targeted Product Development: The Right Sensory Mix!
Prof. Diana DervalProf. Diana Derval
July 14, 2010
The Right Sensory Mix?
2© DervalResearch ‐ 7/14/2010
The Explanatory Variables
3© DervalResearch ‐ 7/14/2010
Taste Perception
4© DervalResearch ‐ 7/14/2010
Taste Profiles
5© DervalResearch ‐ 7/14/2010
The Secret Ingredient
6© DervalResearch ‐ 7/14/2010
Smell Profiles
7© DervalResearch ‐ 7/14/2010
Smell Perception
8© DervalResearch ‐ 7/14/2010
Pyramid of Scents
9© DervalResearch ‐ 7/14/2010
Hormones and Behavior
Prenatal Hormones have a direct influence on our physical traits,
personality,  perception, and beha...
Hormonal QuotientTM
Pre‐natal hormones have a direct influence
on our perception of smell, taste, texture, p p
color, shap...
Matching Product/Profile
12© DervalResearch ‐ 7/14/2010
The Right Sensory Mix
13© DervalResearch ‐ 7/14/2010
Sensory GeoMapTM Sensory GeoMapTM of Non‐Tasters in France
22%
> country average
11% < country average16%
20%
21%
22%
20%
...
Innovation Hit Rate
Profitable NewProfitable 
Markets
New 
Opportunities
Positioning Segmentation
Groundbreaking 
Innovati...
© DervalResearch ‐ 7/14/2010 15
We Support
17© DervalResearch ‐ 7/14/2010
Thank you!
Prof. Diana Derval
Tel +31 61 824 0803
d l hwww.derval-research.com
diana.derval@derval-research.com
18© Derval...
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DervalResearch Food Drink London Mrs20100714

  1. 1. Targeted Product Development: The Right Sensory Mix! Prof. Diana DervalProf. Diana Derval July 14, 2010
  2. 2. The Right Sensory Mix? 2© DervalResearch ‐ 7/14/2010
  3. 3. The Explanatory Variables 3© DervalResearch ‐ 7/14/2010
  4. 4. Taste Perception 4© DervalResearch ‐ 7/14/2010
  5. 5. Taste Profiles 5© DervalResearch ‐ 7/14/2010
  6. 6. The Secret Ingredient 6© DervalResearch ‐ 7/14/2010
  7. 7. Smell Profiles 7© DervalResearch ‐ 7/14/2010
  8. 8. Smell Perception 8© DervalResearch ‐ 7/14/2010
  9. 9. Pyramid of Scents 9© DervalResearch ‐ 7/14/2010
  10. 10. Hormones and Behavior Prenatal Hormones have a direct influence on our physical traits, personality,  perception, and behavior. 3 Males  2 Females 10© DervalResearch ‐ 7/14/2010
  11. 11. Hormonal QuotientTM Pre‐natal hormones have a direct influence on our perception of smell, taste, texture, p p color, shape, contrast, and sound. Based on thousands of measurements  performed since 2007 in over 25performed since 2007 in over 25  countries, the Hormonal QuotientTM helps predict consumers behavior and  sensory perceptionsensory perception. 11© DervalResearch ‐ 7/14/2010
  12. 12. Matching Product/Profile 12© DervalResearch ‐ 7/14/2010
  13. 13. The Right Sensory Mix 13© DervalResearch ‐ 7/14/2010
  14. 14. Sensory GeoMapTM Sensory GeoMapTM of Non‐Tasters in France 22% > country average 11% < country average16% 20% 21% 22% 20% 21% 15% 21% 14© DervalResearch ‐ 7/14/2010 Source: Tasters segmentation performed  by DervalResearch in 2010, Inpes.
  15. 15. Innovation Hit Rate Profitable NewProfitable  Markets New  Opportunities Positioning Segmentation Groundbreaking  Innovations The Right  Sensory Mix New Products 15© DervalResearch ‐ 7/14/2010
  16. 16. © DervalResearch ‐ 7/14/2010 15
  17. 17. We Support 17© DervalResearch ‐ 7/14/2010
  18. 18. Thank you! Prof. Diana Derval Tel +31 61 824 0803 d l hwww.derval-research.com diana.derval@derval-research.com 18© DervalResearch ‐ 7/14/2010

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