Paper: Application of conceptual profiling in brand, packaging and product development

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June 17, 2015

by Vicki Hamilton


All objects, including brands and products, have perceptual (sensory) characteristics and conceptual associations. Together they determine how an object seems to us and how it impacts on our feelings.

Capturing and quantifying the conceptual associations that trigger the feelings that induce reward and subsequently motivate behaviour (conceptual profiling), provides a rich source of insight for guiding brand and product development.

This paper presents a brief theoretical description of conceptualization, followed by three practical case studies.

Read the full paper from the Tenth Pangborn Sensory Science Symposium in the Food Quality and Preference Journal >