We present in this article our vision for a new science, modeled on the emerging science of genomics and the technology of informatics. Our goal in this new science is to better understand how people react to ideas in a formal and structured way, using the principles of stimulus–response (from experimental psychology), conjoint analysis (from consumer research and statistics), Internet‐based testing (from marketing research) and multiple tests to identify patterns of mind‐sets (patterned after genomics). We show how this formal approach can then be used to construct new, innovative ideas in business. We demonstrate the approach using the development of new ideas for an electronic color palette for cosmetic products to be used by consumers.
The current paradigm for developing products that will match the marketing messaging is flawed because the drivers of product choice and satisfaction based on texture are misunderstood. Qualitative research across 10 years has led to the thesis explored in this research that individuals have a preferred way to manipulate food in their mouths (i.e., mouth behavior) and that this behavior is a major driver of food choice, satisfaction, and the desire to repurchase. Texture, which is currently thought to be a major driver of product choice, is a secondary factor, and is important only in that it supports the primary driver—mouth behavior. A model for mouth behavior is proposed and the qualitative research supporting the identification of different mouth behaviors is presented. The development of a trademarked typing tool for characterizing mouth behavior is described along with quantitative substantiation of the tool's ability to group individuals by mouth behavior. The use of these four groups to understand textural preferences and the implications for a variety of areas including product design and weight management are explored.
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