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Research papers

Capturing the algebra of the customer's mind for fragrance through pictures, text and decompositional research analyses

This paper presents a new approach to the measurement of fragrance 'ideas' (e.g. a fragrance for today woman), based upon the fit of a visual concept to a specific fragrance idea. The features of the visual concept are systematically varied by...

Catalogue: ESOMAR Fragrance Research Conference 2005
Authors: Barbara Itty, Howard R. Moskowitz, Brae McDonough, Aurea Gupton
Company: Moskowitz Jacobs Inc.
May 15, 2005

Research papers

The calculus of consumer privacy

This paper provides the 'algebra of the consumer's mind' regarding what the consumer wants different types of professionals and companies to know about them. We look at the relevance of different insights, seeing how each is appropriate to a variety...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Barbara Itty, Jeffrey Ewald, Jacqueline Beckley, Howard R. Moskowitz
September 19, 2004

Research papers

Understanding and optimizing communications and the 'look'

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format. The goal is to establish a 'co-creation' process whereby the...

Catalogue: Asia Pacific 2004
Authors: Barbara Itty, Howard R. Moskowitz, Alex Gofman, Madhu Manchaiah, Jonathan Marcus
Companies: MasterCard, Moskowitz Jacobs Inc.
March 28, 2004

Research papers

Creating fragrance concepts from first principles

This paper deals with the fit of sets of fragrance elements (36 elements each) to 30 different end uses, varying from purely 'fine' to purely 'functional', by means of an integrated approach called a 'mega-study'. The method used was conjoint...

Catalogue: ESOMAR Fragrance Research Conference 2003
Authors: Rachel Katz, Barbara Itty, Howard R. Moskowitz
Company: Moskowitz Jacobs Inc.
March 16, 2003