Evolving better concepts

Date of publication: September 18, 2011

Abstract:

Monadic concept testing is an essential tool in phase gate processes to weed out risky product launches. As an optimization tool, however, it suffers from measurement error, poor discrimination, and limited ability to test multiple variations. By comparison, conjoint methods can test many variations but make assumptions that pose challenges (e.g. no interaction between concept elements). A newer technology, real time evolutionary optimization, can test large concept spaces with high discrimination while accounting for interactions. A case study. demonstrates how the technology works.

Kevin Karty

Author

This is a long description of some author details.

Erin Breland

Author

This is a long description of some author details.

Gemma Tyson

Author

This is a long description of some author details.

Michelle Gansle

Author

This is a long description of some author details.

Research Papers

Research Papers

Research Papers

  • PDF
  • This could also be of interest