DOI: 10.17265/2159-5828/2018.03.004
View full text
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…

expand abstract