Resources Library by ANA

Towards a new paradigm

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...

Catalogue: ESOMAR Automotive Marketing Conference 2002

Authors: Howard R. Moskowitz, Philip Moore

Company: Moskowitz Jacobs Inc.

March 4, 2002

Always on

Responding to a call by a major consumer electronics company to accelerate the pace and quality of product development, J Walter Thompson (Detroit) and Moskowitz Jacobs Inc. (New York) developed a new paradigm. The paradigm incorporates current as...

Catalogue: ESOMAR Congress 2001: Marketing Transformation

Authors: Howard R. Moskowitz, Jeffrey Ewald

Company: Moskowitz Jacobs Inc.

September 23, 2001

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

Research, politics, and the web can mix

This paper presents results of a conjoint measurement study on a political platform. In terms of process, the paper first presents activities needed to take conjoint measurement from a personal interview to the Internet. In terms of results, the...

Catalogue: New Monograph Series Vol.10: Marketing Research in a .com Environment

Authors: Howard R. Moskowitz, Alex Gofman, Prasad Tangaturthy, Madhu Manchaiah, Dorit Cohen

June 15, 2000

From multi-country concept testing/optimization to corporate database and beyond

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but turned into an organizing principle to understand...

Catalogue: ESOMAR Global Cross-Industry Forum 2003

Authors: Jeffrey Ewald, Howard R. Moskowitz, Johannes Hartmann

Companies: Unilever, Moskowitz Jacobs Inc.

January 1, 2000

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

Sensory segmentation, optimization and reverse engineering

This paper shows how consumer research links the fragrance developer with the consumer in a manner which produces both databases for understanding consumers, and consumer-driven direction for fragrance development. The approach follows procedures...

Catalogue: Seminar 1996: Capturing The Elusive Appeal Of Fragrance

Authors: Howard R. Moskowitz, James Barash

Company: Moskowitz Jacobs Inc.

December 1, 1996

Segmenting consumers world-wide

This paper presents two case histories showing how world-wide segmentation of consumers aids in new product development. The segmentation approach was originally used with sensory analysis of products, but has been expanded to concepts on a...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Howard R. Moskowitz

September 1, 1996

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