(PowerPoint Presentation)

Presented at the IFT Annual Meeting 2002 (New Products Session) - Anaheim, CA

We have developed a new set of "mega" databases, using conjoint analysis to understand the customer mind and to provide practical guidance for marketers, product developers, and advertising agencies. Each database comprises approximately 30 related conjoint studies in a general area (e.g., buying situations, insurance, beverages, good-for-you foods, craved foods, the driving experience, the workspace environment, etc.). The World of It! provides a cross-sectional and tracking system to show what specifics drive customer interest. We reveal new segments, who they are, how to talk to them, what to say, what to avoid. Meta-analyses within a database of related studies reveal newly emerging trends and areas of opportunity for companies entering the category, and for companies seeking unique opportunities in a crowded environment.

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