General
'Quali-Quant' Research at the Development Stage: Using Iterative, Small-Scale Conjoint Analysis to Explore/Refine Communications for a 'New Age' Car Dealer
December 2005
This paper illustrates an approach for using on-line enabled conjoint analysis to explore the power of different marketing messages for the on-line consumer of the type cultivated by Car Max Inc. Car Max Inc. represents a new, technology-enhanced and consumer-focused business for car buyers.
Asia: From the World's Research Back-Office to the World's Research Strategic Partner ...A Dialogue between Collaborating Researchers in India & the USA
January 2006
Immense pressures on bottom lines are prompting research agencies as well as end clients to search for and seriously consider more efficient ways to handle traditionally labor-intensive, costly research processes. This paper shows a successful case history where a high-level market research company based in the United States 'trained' and then 'offshored' part of its complicated modeling systems, making its offshored supplier an essential part of its new higher- order consumer research 'ecology'.
Effective and Confident Communications in the Midst of a Major Crisis: How a Pharmaceutical Executive Can Capitalize on Messaging Simulation
(PowerPoint Presentation)
ESOMAR Healthcare 2006 Presentation - Feb. 2006 (NYC)
We report the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief. The study comprised responses to different, actual 'real' messages about brands, companies, FDA statements, planned corporate actions, and general information.
Understanding the consumer mind through a concept category appraisal: Toothpaste
This paper shows an expanded use of conjoint analysis by determining the utility or impact value of the concept elements currently used by manufacturers to describe their product. This paper introduces the approach of concept category appraisal, which takes a snapshot of the category as presented by different advertisements. ... details
The applications of conjoint analysis and their possible uses in Sensometrics
This paper presents a history of conjoint analysis and the basics of the approach, focusing on the possible areas of the intersection of conjoint analysis with Sensometrics research. The paper presents ten substantive applications, ranging from an analysis of element performance, on to the scalability of conjoint analysis in order to accommodate many hundreds of elements, and into concept-response segmentation. ... details
Using conjoint analysis to deconstruct, understand, segment and optimize the membership offerings of a professional society - Institute of Food Technologists (IFT)
IFT (Institute of Food Technologist) founders came from academic roots. The governance of IFT has historically been and currently is being managed mostly by elected and voluntary academics. In recent years IFT has become aware that industrial members are disproportionately under-represented at many levels (Executive Committee, Council, Sections, Committees, Fellows, etc.). ... details
Rule Developing Experiments (RDE) comes to HP
(PowerPoint Presentation)
February 2006... details
Innovation combining art, engineering and social-economy science: or how to foster and sustain innovation in a knowledge and solution provider corporation.
March 2006
We present two aspects of innovation for companies that fall into the class of 'solution providers'. The first part of the paper is a quantitative analysis of what drives the professional's perception of what comprises an innovative company. The data from an experimental design of concepts (conjoint analysis) reveals that it is not tools alone,
Pragmatic Public Policy: Evaluating potential social anxiety factors and remedies through an internet-enabled system
March 2006
The question we address in this paper is how to create a database of the citizen's mind about anxiety provoking situations in the face of terrorism. The approach we use is grounded in a combination of experimental design, psychophysics (a branch of psychology), and consumer research. To this end we ran a set of 15 studies (Deal With It!) using conjoint analysis in order to understand how consumers respond to anxiety-provoking situations.
Creating Databases from Cross-National Comparisons of Food Mindsets
April 2006
This paper introduces a 'Mind Genomics' approach to gathering information on consumption attitudes toward food and reactions to food concepts across national boundaries.
Vistas for 'Sensory' Opportunities & Considerations using RDE
(Rule Developing Experimentation)
April 2006
What it is and what it will do for YOU ... details
Pragmatic Public Policy: Applying Psychophysics To The World Of Attitudes
The question we address in this paper is how to create a database of the citizen's mind about anxiety-provoking situations in the face of terrorism. The approach we use is grounded in a combination of experimental design, psychophysics, and consumer research. To this end we ran a set of 15 studies (Deal With It!) using conjoint analysis in order to understand how consumers respond to anxiety-provoking situations. ... details
Expanding Market Research Methods to Expected Stock Market Activity: Creating a New Connection and a New Scientific Specialty in Market Research
Driven Applied Economics
June 2006
This paper shows how methods that have been traditionally used by market researchers have potential application to understand and predict stated future shareholder behavior in the stock market. The paper shows how the market researcher makes two distinct contributions to this new aspect of applied economics:
... detailsResearch Unbound: The Algebra of the 'Stock Market Mind'
June 2006
Since winning a seat at the table during the past several years market researchers have spread their wings to a number of new areas. Read the different market research newsletters and you'll be surprised at the different developments, ranging from passive tracking of behavior
... detailsPsychophysics of Sweet and Fat Perception in Obesity: Problems, Solutions and New Perspectives
June 2006
Psychophysical comparisons seem to show that obese individuals experience normal sweet and fat sensations; they like sweetness the same or less, but like fat more than the non- obese do. These psychophysical comparisons have been made using scales (visual analogue or category) that assume intensity labels (e.g. extremely) which denote the same absolute perceived intensity to all. In reality, the perceived intensities denoted by labels vary because they depend on experiences with the substances to be judged.
... detailsEffective and Confident Communications in the Midst of a Major Crisis
August 2006
We report the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief.
... detailsOptimizing the Language of E-Mail Survey Invitations
October 2006
Respondent cooperation has always been an issue of importance to the market research industry. One consequence is that over time a number of initiatives have addressed the issue. This paper deals with the issue of optimizing the invitation to participate as if it were a consumer product or service. Using experimental design, the paper shows how to identify different phrases that generate high versus low respondent intentions to participate.... details
Power Pair
Appeared in the Marketing Research Magazine
Winter 2006
This article deals with the topic of Success, and presents results from the World Success Survey - done recently by authors Jerry Porras, Stewart Emery, and Mark Thompson with Knowledge@Wharton (K@W), the online business journal of the Wharton School of the University of Pennsylvania in Philadelphia. ... details
