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How computer aided design and presentation of concepts speeds up the product development process

Date of publication: September 1, 1993

Catalogue: ESOMAR Congress 1993: The Many Faces of Quality Now And In Future

Company: Moskowitz Jacobs Inc.

Authors: Derek C. Martin, Howard R. Moskowitz

Abstract:

This paper presents a new technology, IdeaMap, designed to accomplish 4 objectives: a) Significantly increase the scope of elements that one can investigate to build improved concepts, b) Improve the speed at which the consumer data is analyzed and made available to the researcher, c) Expand the scope of concept research from basic strategy to execution by incorporating words, pictures, music and voice-overs, and d) Optimize concepts by means of a set of programs that searches for the combination of concept elements to maximize acceptance, as well as fit specific communication profiles. The approach is illustrated by a case history with a telephone service.

Derek C. Martin

Author

This is a long description of some author details.

Howard R. Moskowitz

Author

This is a long description of some author details.

Research Papers

Research, politics, and the web can mix

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment

Authors: Howard R. Moskowitz, Alex Gofman, Prasad Tangaturthy, Madhu Manchaiah, Dorit Cohen

 

June 15, 2000

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Citation

Moskowitz, Gofman, Tangaturthy, Manchaiah and Cohen (2000a, June 15). Research, politics, and the web can mix. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/research-politics-and-the-web-can-mix


Research Papers

Segmenting consumers world-wide

Catalogue: New Monograph Series Vol.8: International Marketing Research

Author: Howard R. Moskowitz

 

September 1, 1999

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Citation

Moskowitz, H. R. (1999a, September 01). Segmenting consumers world-wide . ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/segmenting-consumers-world-wide-


Research Papers

Capturing the algebra of the customer's mind for fragrance through pictures, text and decompositional research analyses

Catalogue: ESOMAR Fragrance Research Conference 2005

Authors: Barbara Itty, Howard R. Moskowitz, Brae McDonough, Aurea Gupton

Company: Moskowitz Jacobs Inc.

May 15, 2005

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Citation

Itty, Moskowitz, McDonough and Gupton (2005a, May 15). Capturing the algebra of the customer's mind for fragrance through pictures, text and decompositional research analyses. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/capturing-the-algebra-of-the-customer-s-mind-for-fragrance-through-pictures-text-and-decompositional-research-analyses


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Citation

Martin and Moskowitz (1993a, September 01). How computer aided design and presentation of concepts speeds up the product development process. ANA - ESOMAR. Retrieved September 23, 2023, from


https://ana.esomar.org/documents/capturing-the-algebra-of-the-customer-s-mind-for-fragrance-through-pictures-text-and-decompositional-research-analyses