Chapter 2: The Changed Paradigm of Consumer Science: From Focus Group to Mind Genomics

In recent years there has been a rapid and drastic change in the classic paradigm linked to the concept of marketing, the common meaning of which was linked to the descriptive study of the market and the analysis of the interaction between users and company. Today consumption has turned into a lifestyle and a privileged area of experience, so influential as to generate an autonomous vision of the world and its own rank of values with completely unique personalities. Marketing has now entered an era in which ideas and concepts need to be reviewed in a new light. Who deals with product development today must necessarily address the topic under numerous headings, e.g., knowing the opinion of the reference target and, if necessary, identify it with targeted, modern and fast investigation techniques. He must be able to analyze the products, concepts and packaging as a whole as well as determine how the product fits the concept, as well as whether the product has the appropriate level of acceptability and the right sensory profile.