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Research papers

Concept testing of product design proposals

In product development, computer-aided design is already established as an effective tool for the generation, modification, analysis, simulation, and evaluation of a product design. The computer can also be regarded as an organizational platform on...

Catalogue: Seminar 1995: Successful Product Engineering
Author: Gerard Loosschilder
June 15, 1995

Research papers

The effect of the realism of product representations on the validity of consumer evaluations

This paper illustrates the appropriateness of computer graphics for the creation of realistic representations of products that are not (yet) available, for the benefit of market research applications, particularly concept tests. An experiment is...

Catalogue: ESOMAR Congress 1994: Success Through Adaptation
Authors: Roland F. Ortt, Gerard Loosschilder
September 1, 1994

Research papers

The interactive concept test

This paper describes a new method for investigating consumer preferences for product design, the Interactive Concept Test. In this test, respondents specify their own, preferred design by interactively adjusting the attribute levels of a randomly...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Mia Stokmans, Gerard Loosschilder
September 1, 1996

Research papers

The most effective promotion

LATAM-based companies are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are requested to allocate their marketing dollars more efficiently to instigate change in consumers and gain...

Catalogue: Latin America 2014: Accelerating Growth
Authors: Gerard Loosschilder, Juan Andres Tello, Leonardo Solano
Company: SKIM
April 4, 2014