Abstract:
One of the most challenging problems in product innovation and marketing is hoe to accurately and quickly translate a brand's promise trough a product concept into a product specification. This case study provides an innovative solution to this problem. InsightsNow worked with Campbell to apply behaviour science to rapidly translate thought a co-design methodology. Researchers applied behavioural techniques to identify sensory cues that are part of sensory memories which can be associated with key benefit promised by brand and products concept. This enables the rapid design of four soups for a line launched by Campbell.
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Videos
Co-design! Zero to final specification in three days
Catalogue: Congress 2016: #WOW
Authors: David Lundahl, Menexia Tsoubeli
 
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Catalogue: ESOMAR Conference on Financial Services 2005
Author: Howard R. Moskowitz
Companies: MasterCard, Moskowitz Jacobs Inc.
February 1, 2005
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