Founding a New Science: Mind Genomics

Moskowitz, Howard R.; Gofman, Alex; Beckley, Jacqueline H.; Ashman, Hollis

doi:10.1111/j.1745-459x.2004.00066.x

Cited by 111 publications

(107 citation statements)

References 20 publications

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“…This transformation shifted the focus from the strength of the respondent's feelings about the product to belonging to a class of "concept acceptors" (7-9 or 100) or "concept rejecters" (1-6 or 0). While this may have resulted in the loss of some metric information in the data, such a focus is conventional in consumer research, which is more interested in which class consumers fall [17].…”

Section: Data Transformation and Analysis Proceduresmentioning

confidence: 99%

“…Data transformation: The mathematical procedures used to transform and analyze the data in this study have been characterized in previous work [13,14,17]. Briefly, data were organized in the IdeaMap ® program such that each row corresponded to a test concept, of which there were 60 per respondent.…”

Section: Data Transformation and Analysis Proceduresmentioning

confidence: 99%

“…The additive constant was a baseline to which the InV of each element was compared to determine an increase or decrease in overall interest for each attribute. Each subject generated an individual additive constant, and an overall baseline constant was determined by averaging all individual constants [4,13,17]. The constant represented the level of interest subjects had to the concepts of the ideal plant and plant purchasing experiences without the contribution of the ensuing elements.…”

Section: Data Transformation and Analysis Proceduresmentioning

confidence: 99%

“…Dummy variables regression is a type of OLS analysis in which the independent variables (elements) take on either a value of '1' if the element is present in a concept, or a '0' if the element is absent [19]. Essentially, OLS regression related the presence or absence of each element in the concepts to the participant's rating (the dependent variable) [13,17]. The software package SYSTAT 13 (www.systat.com, Chicago, IL) was used to execute the regression analysis.…”

Section: Data Transformation and Analysis Proceduresmentioning

confidence: 99%

See 3 more Smart Citations

Identifying the Drivers of a Foliage Plant Purchasing Decision via Contemporary Psychophysics

Dewar¹,

Keene²,

Kalk³

et al. 2016

Horticulture

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Using modified conjoint analysis techniques, two separate yet sequential studies were conducted to gain a better understanding of foliage plant consumers and their plant/purchasing preferences. The first study primarily focused on consumers' perceptions of a foliage plant and various purchasing conditions. The second study focused on accessories featured with a foliage plant in a retail setting. These studies revealed elements that appealed to each study's population as a whole, to specific demographic groups, and to different segments of the overall populations. Through both studies, the concept of "buy one, get one free" was of strong interest to the majority of participants. Elements related to consumer benefits, such as "this plant has been proven to improve the indoor air quality of your home," received the highest overall interest in study one, while elements related to plant containers, sleeves, and value garnered high overall interest in study two. Sorting the data by various demographic groups revealed a multitude of differences in consumer preference for foliage plants and plant purchasing experiences, which allow for targeted marketing by foliage plant retailers. K-clustering revealed separate and unique segments in each study. Study one resulted in a larger segment of the sample population (61%) primarily interested in consumer benefits, while the smaller segment (39%) was chiefly interested in plant care. Study two produced a segment (57%) interested in monetary value, as well as a segment (43%) drawn to plants bred by renowned breeders and promoted by sources such as Better Homes and Gardens. These observations will allow nurseries and retailers to customize the plant purchasing experience according to specific consumer preferences, thereby increasing consumer engagement and reinforcing purchasing decisions.

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Section: Data Transformation and Analysis Proceduresmentioning

confidence: 99%

Section: Data Transformation and Analysis Proceduresmentioning

confidence: 99%

Section: Data Transformation and Analysis Proceduresmentioning

confidence: 99%

Section: Data Transformation and Analysis Proceduresmentioning

confidence: 99%

See 2 more Smart Citations

Identifying the Drivers of a Foliage Plant Purchasing Decision via Contemporary Psychophysics

Dewar¹,

Keene²,

Kalk³

et al. 2016

Horticulture

View full text Add to dashboard Cite

show abstract

“…8 The approach, labelled mind-genomics ™ , 9 uses experimental design with self-authoring technology to look for the algebra of the consumer ' s mind. 10 Through specifi c experimental designs, optimised to provide information about the contribution of the elements at the individual consumer level, the conjoint method reveals which particular communication elements work and which do not.…”

Section: The Current Research Study and The Execution Of The Conjointmentioning

confidence: 99%

Cross-national segments for a food product: Defining them and a strategy for finding them in the absence of ‘Mineable’ databases

Moskowitz

Beckley²,

Luckow³

et al. 2008

J Database Mark Cust Strategy Manag

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is president of Moskowitz Jacobs Inc., founded in 1981. He is an experimental psychologist in the fi eld of psychophysics (the study of perception and its relation to physical stimuli), and inventor of world-class market research technology. Moskowitz graduated from Harvard University and he has written / edited 16 books, published over 300 refereed and conference articles, lectures widely, serves on the editorial board of major journals, and mentors numerous students. Jacqueline H . Beckleyis Founder and President of The Understanding & Insight Group. She has developed exacting methods for measuring consumer response better, faster and more clearly. She has directed the creation of some of the earliest database systems for retrieval and storage of consumer information. She combines extensive scientifi c training with broad exposure to social sciences and fi ne arts to craft a strategic approach to product and business development. Its results are pragmatic, fl exible, creative and authentic. Along with traditional methods and web-based resources, this integrated approach has fostered leading products that have defi ned their business categories. Tracy Luckowis Manager of Strategy and Insights, Pepsi Cola North America, in Purchase, New York, USA, the refreshment beverage unit of PepsiCo Beverages and Foods North America, a division of PepsiCo, Inc. Klaus O . Paulusis founder and principal of Paulus Food Consulting, specialising in sensory analysis of product properties and affective evaluation of consumer acceptance and preferences. Its research and evaluation programmes also include chemical, microbiological and molecular-biological tests. Keywords conjoint analysis , consumer interest , database mining , drivers , segmentationAbstract Three parallel and linked conjoint analysis studies were conducted in Germany, France, and the UK to identify how features and communications about yogurt products drive consumer interest. The studies had three objectives: (1) discover features and styles of communication likely to drive consumer interest; (2) segment the population across countries to identify trans-national groups of consumers with similar needs and preferences in dairy products; (3) provide a database that marketing professionals and product developers could use in order to aid the formulation and promotion of new dairy products. In each study consumers responded to 60 unique concepts comprising 2 -4 elements from a base set of 36 relevant elements. The elements were combined into short, easy-to-read concepts, evaluated during an internet-based experiment. Concept elements comprised different types of communications, including information about the ' health benefi ts ' , ' sensory properties ' , ' emotional benefi ts ' , and ' promotional endorsements ' involved with dairy food. Consumers rated each test concept on a 1 -9 interest scale. At the individual respondent level a model was created to show the partworth contribution of each concept element to interest. Segmentation suggested two general groups of co...

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Rule Developing Experimentation in Consumer‐Driven Package Design

Gofman

2011

Wiley Encyclopedia of Operations Research and Management Science

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The article describes an approach to consumer‐driven optimization of package design, particularly based on conjoint analysis. It allows for dynamic creation and testing of a large number of conceptual design prototypes with consumers and finding optimal solutions on an aggregated, segmented (pattern‐based latent mind‐set segmentation), and individual basis. The approach extends the consumer insights‐driven process, Rule Developing Experimentation (RDE), developed under the guidance of the Wharton School of Business (University of Pennsylvania), to graphical concepts. The empirical study findings suggests that marketers should be more specific with the fat content shown on the package. The yogurt package message with numerical value of the fat content (“50% less fat”) consistently is more efficient in driving purchase intent than its verbal equivalent (“half the fat”) or a more abstract “light with less fat” across all the subgroups. The approach could help marketers efficiently create better packages that consumers like, and facilitate differentiation of their products from the competition. The article demonstrates that consumer research could and should be a central part not only at the final stages of the package design but at the initial stage as well. The steps of fitting the research into the package design process that include consumers in the early stages of package design are shown.

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Founding a New Science: Mind Genomics

Cited by 111 publications

References 20 publications

Identifying the Drivers of a Foliage Plant Purchasing Decision via Contemporary Psychophysics

Identifying the Drivers of a Foliage Plant Purchasing Decision via Contemporary Psychophysics

Cross-national segments for a food product: Defining them and a strategy for finding them in the absence of ‘Mineable’ databases

Rule Developing Experimentation in Consumer‐Driven Package Design

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