Abstract:
This paper describes the use of easy, fast, cost-effective research that an automobile dealership network can use on a regular basis to obtain knowledge from the consumer that will help ongoing marketing programs. The approach uses segmentation based upon the mind-set of the customer, which may better link with their responsiveness to communication by advertising, and showroom design by engineering.The paper describes a new application of conjoint measurement designed specifically for actionability by car dealers. The presenters address jump-starting the creativity process by incorporating consumer feedback into the interview through open ends. The ease of using the system to create and launch new studies makes such feedback simple to incorporate into the next study wave.
Research Papers
Always on
Catalogue: ESOMAR Congress 2001: Marketing Transformation
Authors: Howard R. Moskowitz, Jeffrey Ewald
Company: Moskowitz Jacobs Inc.
September 23, 2001
Research Papers
Medical communications, consumers, and the Internet
Catalogue: ESOMAR Global Healthcare Conference 2003
Authors: Risa Asami, Tina Hjelleset, Howard R. Moskowitz, Laurent Florès
Company: Moskowitz Jacobs Inc.
February 23, 2003
Research Papers
Creating fragrance concepts from first principles
Catalogue: ESOMAR Fragrance Research Conference 2003
Authors: Rachel Katz, Barbara Itty, Howard R. Moskowitz
Company: Moskowitz Jacobs Inc.
March 16, 2003
