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J. DONOVAN, Creative Services Director, Donovan Research, 11405 Lebanon Rd., Cincinnati, OH 45241 What would we do without our senses? What would the world be like without our senses? What would a meal be like without our senses? The answers to these questions are probably obvious...and quite depressing. So, are you including all of the sensory skills of your entire team in the creation of new products? Are your sensory scientists stretching beyond their current toolset to provide the connection to the consumers necessary to create new products with a lasting memory? We will explore the paradigm of creating memorable new product sensory experiences and several of the critical principles needed to bring them to life for your consumer. You will see that: (1) it is easy to overlook obvious consumer needs because they are commonplace and habitual (and probably not easy to measure or satisfy); (2) we need new tools that everyone (not just a few specialists) can use to dig deeper into your consumer's unmet needs; (3) your team's skillset needs to include their deep, empathetic connection to their consumer (we can't hide behind numbers and statistics any longer); (4) your team needs to think and practice a total sensory immersion into your technology and your consumer's ideal expectations—total sensory immersion includes all of the normal senses of Sight, Sound, Feel/Tactile, Smell, and Taste to include Context, Intuition, and Imagination; and (5) your creativity and innovation need to move beyond what is comfortable and known to what might be possible and needed to delight your consumers. You will leave with the ability to assess your organization's current capabilities to create breakthrough food products and services in tomorrow's "land of experiences."
Session 29, The role of sensory in new product innovation
2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana |