Attila Gere, Ryan Zemel, Petraq Papajorgji, Howard Moskowitz
Abstract:We present results from one of a set of studies run in the early 2000's, which looked at weak signals in terms of what consumers wanted. That study, on milk, revealed four distinct mind-sets, groups of respondents who thought alike. These are: S1 Traditional + Health, S2 Traditional + Healthful Ingredients, S3 Traditional + Indulgent, S4 Listens to Authority, respectively. At that time the focus on foods as the source of health and wellness was just beginning. We show how to discover hitherto new, unexpected m…
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