DervalResearch

DervalResearch supports the Better Immune System Foundation 

2012 Research Program on Taste and Diabetes and

wishes you a Happy Year of the Dragon :)

Product preferences are determined in the womb

Berry-AMA Book Award finalist Diana Derval turns marketing on its head

Chicago (MMD Newswire) October 31, 2011 – Researcher Diana Derval, founder and president of the international firm DervalResearch, has never been afraid of controversy. And that’s a good thing, because the science that is her life’s work has been known to stir up debate in scientific and marketing circles alike. In the eternal dispute over the influence of nature versus nurture, Professor Derval’s findings come down pretty clearly on the side of nature. Her investigations have uncovered startling evidence of the profound and lasting influence of prenatal exposure to hormones – particularly sex hormones – on people’s likes and dislikes, their sensory reactions to the world around them, and the decisions they make. 

Professor Derval has made this research accessible and understandable in her acclaimed book, “The Right Sensory Mix: Targeting Consumer Product Development Scientifically” (Springer, 2010), which has been making waves not only in the field of neuroscience, but also in the marketing world, for the past year and a half. And now “The Right Sensory Mix” has been named finalist for the Berry-American Marketing Association (AMA) prize for Best Marketing Book 2011. Previous finalists for the award include highly praised titles such as; “Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant,” by W. Chan Kim & Renee Mauborgne (2007); “The Long Tail: Why the Future of Business is Selling Less of More,” by Chris Anderson (2007), and “Purple Cow,” by Seth Godin (2005).The results were announced on October 30.

Sensory perception varies between geographical areas. People in China will for instance be mainly nearsighted whereas people in Australia are almost all farsighted. To help you adapt your products and services to each local market or decide which countries you should target in priority, we build Sensory GeoMaps^TM for over 50 countries detailing the sensory perception of consumers.

Contact us to learn more about the available Sensory GeoMaps^TM and design the right sensory mix for each and every market.

DervalResearch presents findings at neuroscience conference in Mexico

Chicago (MMD Newswire) July 12, 2011 - A woman’s hormonal makeup drives her taste in fabrics and textures, with “estrogen-driven” women preferring animal fabrics such as wool, fur, leather, or silk, while their “testosterone-driven” sisters go for vegetal materials such as cotton and linen. So reveals Diana Derval of the market research firm DervalResearch. She just presented her groundbreaking findings on hormones and tactile perception at the 15^th annual meeting of the Society for Behavioral Neuroendocrinology (SBN) in Mexico.