Resources Library by ANA

Integrating high-level (expanded conjoint) research to a portal company

With the growth of internet research, new opportunities arise. This paper deals with the case history of a portal company (FreeRide.com), its creation of a research venue, and the use of that venue to facilitate high level research techniques (i.e....

Catalogue: ESOMAR Congress 2000: The Impact Of Networking

Authors: Howard R. Moskowitz, Ruth Fehr, Alex Gofman, Jordan Stanley, Scott Noble

Company: Moskowitz Jacobs Inc.

September 1, 2000

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

Effective and confident communication in crisis situations

This paper reports the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief.The study comprised responses to...

Catalogue: Global Healthcare 2006

Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Daniel Moskowitz

February 6, 2006

Where does fragrance fit into the product concept?

The data reported here come from a much larger study involving the marketing language used with fragranced products. The goal of the original set of studies was to identify what language drove interest in a fragranced product, for a set of 30...

Catalogue: Fragrance 2007

Author: Howard R. Moskowitz

Company: Moskowitz Jacobs Inc.

November 14, 2007

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

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...

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

Authors: Derek C. Martin, Howard R. Moskowitz

Company: Moskowitz Jacobs Inc.

September 1, 1993

Segmenting consumers world-wide

This paper presents a combination of two research techniques to better understand consumers (scientific database), and to help marketers create better product and service concepts. The two research techniques are conjoint measurement for stimulus...

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

Author: Howard R. Moskowitz

September 1, 1999

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

How can premium brands survive during an economic recession?

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program.The paper shows the importance of a systematic research-based approach...

Catalogue: Latin America 2005

Authors: Alex Gofman, Karol Sapiro, Mara Pezzotti, Renata Stefaneli, Alan Grabowsky, Howard R. Moskowitz

Companies: Unilever, ABACO Research, Moskowitz Jacobs Inc.

October 23, 2005

Stock market activity

This paper shows how methods traditionally used by market researchers have potential application to understand and predict stated future shareholder behavior in the stock market. The market researcher makes two distinct contributions to this new...

Catalogue: Congress 2006: Foresight

Authors: Howard R. Moskowitz, Alex Gofman, Samuel Rabino, Don Lowry

Company: Moskowitz Jacobs Inc.

September 17, 2006