Innovation By Design – Insight Leads
The Prepared Foods New Products Conference is the food & beverage industry’s premier event for gaining valuable insights into global new product introductions
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David Forbes, Ph.D.
Drawing upon material from his recent book, The Science Of Why, as well as upon continuing work on the power of emotion, Dr. David Forbes, will present a vision of new product innovation that begins at the end – with the emotional experience the consumer will get from using a new product, and the ultimate emotional fulfillment the product and benefit will create. Dr. Forbes will discuss techniques for envisioning consumer’s emotional desires in their lives to develop a pathway toward new product development that is guided by the emotional end in mind.
David Forbes holds a Ph.D. in clinical and cognitive psychology from Clark University, and was a member of the faculties of Harvard Medical School Department of Psychiatry and the Harvard Laboratory of Human Development before beginning his career as a business consultant. Dr. Forbes founded Forbes Consulting Group over 20 years ago as a strategic market research consultancy dedicated to creating business advantage through deep psychological consumer insights. These insights are shared in detail in Forbes’ new book, The Science of Why, published in 2015. Forbes Consulting Group was recently acquired by Dentsu Aegis Network, the fastest growing advertising and media company in the world where Forbes and his proprietary applied neuroscience technique, MindSight® continue to be a great resources for major corporations in the CPG, Financial Services, and Pharmaceuticals industries.
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