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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

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Howard R. Moskowitz

Author

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Martin and Moskowitz (1993a, September 01). How computer aided design and presentation of concepts speeds up the product development process. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/using-the-market-to-help-the-product-team-in-the-development-process