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Research papers

Evolving better concepts

Monadic concept testing is an essential tool in phase gate processes to weed out risky product launches. As an optimization tool, however, it suffers from measurement error, poor discrimination, and limited ability to test multiple variations. By...

Catalogue: Congress 2011: Impact
Authors: Kevin Karty, Erin Breland, Gemma Tyson, Michelle Gansle
Company: Affinnova
September 18, 2011
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Citation

Karty, Breland, Tyson and Gansle (2011a, September 18). Evolving better concepts. ANA - ESOMAR. Retrieved April 21, 2025, from


https://ana.esomar.org/documents/evolving-better-concepts