June 2009

This paper presents an approach for the development of ideas for the merchandising of hair coloring. We employ various methods, such as ideation followed by concept development and concept-response segmentation. The Internet is used to facilitate the acquisition and prioritization of new ideas. Then, we use the experimental design of ideas to identify which perform well in the body of test concepts. We finish with a demonstration of concept-response segmentation to identify different customer ‘mind-sets’. From the segmentation, in a merchandising situation, one can interact with the customer to identify the segment to which the customer belongs and in turn offer the proper product and merchandising.

This paper has been accepted for publication in the Journal of Consumer Marketing, Spring/Summer 2010, Emerald Group Publishing Ltd.

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