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Research papers

To build, or not to build? That is the question

After approximately a decade of evolution, the Internet has become an integral part of most people's lives. As a result, online market research has seen a substantial increase in market acceptance among businesses and the general public. At the heart...

Catalogue: ESOMAR Panel Research Conference 2005
Authors: Alex Gofman, Roseanne Luth
Companies: Luth Research, Moskowitz Jacobs Inc.
April 17, 2005
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Citation

Gofman and Luth (2005a, April 17). To build, or not to build? That is the question. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/to-build-or-not-to-build-that-is-the-question


Research papers

Up to speed

The paper presents a history of how MasterCard, its member banks and MJI have collaborated in Asia Pacific to identify new business opportunities in credit cards, using conjoint measurement as the basic foundation for generating and qualifying...

Catalogue: Asia Pacific 2005
Authors: Howard R. Moskowitz, Alex Gofman, Zhenyu Ma, Jonathan Marcus
Companies: MasterCard, Moskowitz Jacobs Inc.
March 13, 2005
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Citation

Moskowitz, Gofman, Ma and Marcus (2005a, March 13). Up to speed . ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/up-to-speed-


Research papers

Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages

This paper presents a research-driven approach to innovating product features in categories considered to be mature and low involvement.The approach begins with the identification of product features realizable by developers, works with consumers...

Catalogue: ESOMAR Conference 2005: Innovate!
Authors: Howard R. Moskowitz, Kjell Oksendal, Michele Reisner, Bert Krieger
Company: Moskowitz Jacobs Inc.
February 27, 2005
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Citation

Moskowitz, Oksendal , Reisner and Krieger (2005a, February 27). Steps towards a consumer-driven concept innovation machine for 'ordinary' product categories in their later lifecycle stages. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/steps-towards-a-consumer-driven-concept-innovation-machine-for-ordinary-product-categories-in-their-later-lifecycle-stages


Research papers

Co-branding opportunities

Until now insight development in the credit card business has meant using focus groups, and giving a lot of weight to interpretation, especially in light of the investment nature of the card offer.Unfortunately this method offers only directional...

Catalogue: ESOMAR Conference on Financial Services 2005
Author: Howard R. Moskowitz
Companies: MasterCard, Moskowitz Jacobs Inc.
February 1, 2005
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Citation

Moskowitz, H. R. (2005a, February 01). Co-branding opportunities. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/co-branding-opportunities


Research papers

Migrating consumer research to public policy

This paper presents an approach to sensitive social issues such as terrorism, genetically modified foods, obesity, etc., using state of the art research typically used among consumers: conjoint measurement and segmentation.Rather than relying on...

Catalogue: ESOMAR Public Sector Social Research 2004
Authors: Hollis Ashman, Howard R. Moskowitz, Ira Teich
Company: Moskowitz Jacobs Inc.
May 9, 2004
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Citation

Ashman, Moskowitz and Teich (2004a, May 09). Migrating consumer research to public policy. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/migrating-consumer-research-to-public-policy


Research papers

Understanding and optimizing communications and the 'look'

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is to establish a 'co-creation' process whereby the...

Catalogue: Asia Pacific 2004
Authors: Barbara Itty, Howard R. Moskowitz, Alex Gofman, Madhu Manchaiah, Jonathan Marcus
Companies: MasterCard, Moskowitz Jacobs Inc.
March 28, 2004
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Citation

Itty, Moskowitz, Gofman, Manchaiah and Marcus (2004a, March 28). Understanding and optimizing communications and the 'look'. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/understanding-and-optimizing-communications-and-the-look-


Research papers

Consumer choice for over-the-counter drugs and supplements in the health care arena

A framework is presented to understand how consumers respond to eight topics for OTC health care, ranging from simple physical examinations to medicinal shampoo.The objective is to understand how consumers process information about health care, such...

Catalogue: Global Healthcare 2004
Authors: Hollis Ashman, Howard R. Moskowitz, Samuel Rabino, Dorothy Minkus- McKenna, John Himmelstein
Company: Moskowitz Jacobs Inc.
February 22, 2004
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Citation

Ashman, Moskowitz, Rabino, Minkus- McKenna and Himmelstein (2004a, February 22). Consumer choice for over-the-counter drugs and supplements in the health care arena. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/consumer-choice-for-over-the-counter-drugs-and-supplements-in-the-health-care-arena


Research papers

Dynamic package design and optimization in the Internet era

This paper presents a systematic approach using conjoint analysis on the Internet to understand how package design factors drive response. The approach differs from conventional methods because the user can create the study, import the necessary...

Catalogue: ESOMAR Conference 2004: Technovate 2
Authors: Rachel Katz, Howard R. Moskowitz, Alex Gofman, Zhenyu Ma, Madhu Manchaiah
Company: Moskowitz Jacobs Inc.
February 1, 2004
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Citation

Katz, Moskowitz, Gofman, Ma and Manchaiah (2004a, February 01). Dynamic package design and optimization in the Internet era. ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/dynamic-package-design-and-optimization-in-the-internet-era


Research papers

A seat at the table

Management has concluded that brands represent the most important asset of a company. Independent from their branches, this is almost true for all brands. Brands demand high investment in marketing activities in order to secure and build value. The...

Catalogue: ESOMAR Congress 2003: Management, Accountability and Research
Authors: Rachel Katz, Jeffrey Ewald, Chris Keeling, Howard R. Moskowitz, Laurent Florès, Matthias Silcher
Company: Moskowitz Jacobs Inc.
September 14, 2003
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Citation

Katz et al. (2003a, September 14). A seat at the table . ANA - ESOMAR. Retrieved April 20, 2024, from


https://ana.esomar.org/documents/a-seat-at-the-table-