November 2008

This paper analyzes responses to test concepts about bottled water from five different mind-set databases (Crave It! 2001 for adults, teens; Drink It! 2002 and 2004; Healthy You! 2003), each focusing on a different aspect of food/drink, but each containing a study about bottled water. The databases combine conjoint analysis with extensive classification, which generate parallax views about bottled water from different vantage points. The objective of this paper is to demonstrate that databases of consumer mind-sets, created by experimental design, can be combined and analyzed to identify new product opportunities for foods and beverages.

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