My background is in marketing computer products and services (I have a software company), and I found this book to help me in those areas. This book would work for just about any product or service. Don't let the food product background of the author put you off. If you follow the steps in this book you will hone your product idea into a highly likely success category. He even gives you the percentages.
He discusses positioning, uniqueness, a lot on the research process you must go through. He tells you the exact questions to ask. He tells you how to conduct the market research. No stone is left unturned. He is particularly good on adding emotional value to your product. Get this book before it goes out of print