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Research papers
Putting fragrance in perspective
Given the lack of knowledge about the relative importance of fragrance vs. other sensory inputs for business situations, this paper measures the expected 'economic' (i.e. pricing) performance of different ideas about fragrance in hotels vs. ideas...
Catalogue: Fragrance 2009: The Trends Mistral
Authors: Howard R. Moskowitz, Rieko Shofu, Marco Bevolo, David Moskowitz
Company: Moskowitz Jacobs Inc.
June 26, 2009
Research papers
Getting animated about emotion
This paper describes a new a brand new approach to measuring emotion, called Metaphorix&trade. Using Web 2.0, Metaphorix? brings metaphors to life though animated visuals, into which the respondent projects himself through a self-selected avatar....
Catalogue: Congress 2008: Frontiers
Author: David Penn
Company: Conquest
September 26, 2008
Research papers
Beyond benchmarking
How can scores from a concept tested in Germany be reliably compared with those from the same concept tested in China? Measured and true concept scores can widely vary between countries due to e.g. cultural response behavior, response styles, time...
Catalogue: Innovate 2008
Authors: Filip De Boeck, Kristof De Wulf, Annelies Verhaeghe
Company: InSites Consulting
June 16, 2008
Research papers
The paradox of success
Failure is the essential ingredient that nobody talks about or acknowledges and everyone tries desperately and understandably to avoid. But as any inventor, creative or entrepreneur knows, great ideas are not born perfect but are forged in the...
Catalogue: Congress 2008: Frontiers
Author: John Kearon
Company: BrainJuicer
June 15, 2008
Research papers
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
Research papers
A new qualitative approach in concept development
Common market research approaches - regardless whether by qualitative or by quantitative means - usually assess more or less finalised concepts of new products and services. Potential consumers and target groups have rarely been involved directly in...
Catalogue: Qualitative 2005
Authors: Ute Rademacher, Stefanie Güntzel
Company: Ipsos MRBI
November 13, 2005
Research papers
