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N. C. RODRIGUEZ, President, Food Marketing Support Services, Inc., 902 S. Oak Park Ave., P.O. Box 1478, Oak Park, IL 60304 Strategic growth objectives have been articulated, consumer needs and market opportunities identified, and a cross-functional team assembled. Consumer needs data has identified a GAP, an opportunity product. Critical “must haves, must not haves, nice to haves, foundational haves, wish to haves, and don't dare haves” surround the opportunity product space. How does a development team find the golden idea in the directional clutter? Things to consider: (1) who best to mine directional clutter than an experienced, creative sensory professional? (2) who is best suited to design purposeful excursions to explore, stimulate, and challenge sensory perception? (3) who is best suited to note facets, nuances, characteristics? and (4) who else consistently looks for patterns and themes in information? An imaginative sensory analyst is crucial to creative product design. The savvy analyst captures the intangible in descriptive language. The spirited analyst looks beyond the obvious. The meticulous analyst chronicles with tenacity. The successful analyst uses Actionable Sensoryä to provide foundational creative. This presentation shows how foundational creative, teased out of fuzzy venues, fills the product pipeline with innovation.
Session 29, The role of sensory in new product innovation
2005 IFT Annual Meeting, July 15-20 - New Orleans, Louisiana |