The Right Sensory Mix: Decoding Customers' Behavior and Preferences

Many companies fail to acknowledge and analyze disparities observed among customers and simply put them down to culture or emotion. New neuroendocrinological research proves that people are rational: They just have a different biological perception of the same stimulus. Their preferences, behavior, and decisions are strongly influenced by the hundreds of millions of sensors monitoring their body and brain. People with more taste buds are, for example, sensitive to bitterness and are more likely to drink their coffee with sugar or milk, or to drink tea. This book helps product managers, marketers, and corporate decision-makers understand and predict customers’ behavior and preferences. It provides the tools to design the right sensory mix (color, shape, depth, taste, smell, texture, and sound) for each product, and fine-tune their positioning and range for every local market. Using cases from different sectors, the author shows that this approach delivers planet and people-friendly innovations which have a higher chance of success in the market.

About the Author

Prof. Diana Derval, PhD, EMBA, is the chair of DervalResearch and a pioneer at decoding human behavior and preferences with biosciences. Harvard Business Review contributor, award-winning author, patented inventor, and social entrepreneur, Diana turns fascinating neuroscientific breakthroughs into powerful predictive tools and helped Fortune 500 firms including L'Oréal and Philips accelerate their development with a focus on planet and people-friendly products and experiences.