Accelerating New Food Product Design and Development, 2007
The use of product development processes is wide spread and there are many professional organizat... more The use of product development processes is wide spread and there are many professional organizations dedicated to these processes. A well-known example is the Product Development and Management As-sociation (PDMA). Founded in 1976, the PDMA is a ...
Purpose: The objective of this paper is to demonstrate that databases of consumer mind-sets, crea... more Purpose: 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.
The researchers present a research approach which was stimulated, in part, by genomics thinking i... more The researchers present a research approach which was stimulated, in part, by genomics thinking in the biological sciences, conjoint analysis in marketing, and psychophysical measurement in experimental psychology. We present the approach in terms of different steps, both conceptual and execution, respectively, as a method for measuring truth for highly, emotionally tinged topics. In doing so, we overcome the continuing issues in both consumer and public opinion research where the respondents' desire to please the interviewer by seeming to be politically correct ('PC') provides erroneous information.
Thus far, measurement barriers inhibited researchers from studying the link between the god conce... more Thus far, measurement barriers inhibited researchers from studying the link between the god concept or image, a special case of spirituality, and anxiety. This study examined the impact of spirituality, mainly of God phrases, as an ameliorator of anxiety. In 15 separate experiments, different groups each rated statistically designed vignettes dealing with various anxiety-provoking situations. Each experiment dealt with one specific anxiety-provoking situation. The ratings for each respondent generated a model showing the basic level of anxiety and the part-worth contribution of each spirituality element to either increasing or reducing that basic anxiety. We used psychophysical methods and statistically designed experiments. This approach allowed the Electronic copy available at: http://ssrn.com/abstract=1440274 measurement of the God image and promises a powerful, experimentation-oriented way to understand the concept of God, allowing future research to study the link between spirituality and stress reduction at the workplace.
This paper presents the results from a study of consumer reactions to different attributes of red... more This paper presents the results from a study of consumer reactions to different attributes of red and white wine, with stimuli presented in the form of small, experimentally designed, test concepts (conjoint measurement). The results show that possibly four consumer mind-sets exist, with each mind-set comprising a different set of communication drivers for concept acceptance. Most subjects fit into one of three key categories; “Classics” (who want their wines to be traditional), “Imaginers” (who want to get into the drinking experience through knowing details about their wines) or “Elaborates” (who want their wines to produce many sensations and flavors). A fourth group (No Frills), were interested in simple and safe wines without any detail of flavor or origen. This segment was found in the red wine study, but not in the white wine study.
This paper deals with the analysis of drivers for self-defined craveability assessed in an Intern... more This paper deals with the analysis of drivers for self-defined craveability assessed in an Internet-based, conjoint analysis task. The stimuli comprised 36 descriptions of restaurant hamburgers, including product features, benefits, restaurant names, and emotional reactions that might ensue after eating the hamburger. Elements were combined into concepts by experimental design, and the resulting concepts evaluated by 145 respondents, on the attribute of craveability. Models relating the presence/absence of concept elements to ratings revealed that statements about the hamburger itself were the most powerful, but that no single element was highest across all the respondents. Segmentation of the 145 individuals by the pattern of their individual utilities revealed four key segments. These are Elaborates who may be sensory-oriented and respond strongly to product descriptions; Classics who like the notion of a grilled hamburger; Imaginers who respond to restaurant name and advertising copy; and Emotionals who respond to statements about food to descriptions how the eater feels after consumption.
Purpose: The objective of this paper is to demonstrate that databases of consumer mind-sets, crea... more Purpose: 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.
Page 1. CREATING DATABASES FROM CROSS-NATIONAL COMPARISONS OF FOOD MIND-SETS SAMUEL RABINO1,5, HO... more Page 1. CREATING DATABASES FROM CROSS-NATIONAL COMPARISONS OF FOOD MIND-SETS SAMUEL RABINO1,5, HOWARD MOSKOWITZ2, RACHEL KATZ2, ANDREA MAIER2, KLAUS PAULUS3, PIETER AARTS3, JACKIE BECKLEY4 and HOLLIS ASHMAN4 ...
We present in this article our vision for a new science, modeled on the emerging science of genom... more We present in this article our vision for a new science, modeled on the emerging science of genomics and the technology of informatics. Our goal in this new science is to better understand how people react to ideas in a formal and structured way, using the principles of stimulus-response (from experimental psychology), conjoint analysis (from consumer research and statistics), Internet-based testing (from marketing research) and multiple tests to identify patterns of mind-sets (patterned after genomics). We show how this formal approach can then be used to construct new, innovative ideas in business. We demonstrate the approach using the development of new ideas for an electronic color palette for cosmetic products to be used by consumers.
Abstract Purpose The purpose of this paper is to empirically test the consumer-centered approac... more Abstract Purpose The purpose of this paper is to empirically test the consumer-centered approach to brand management theorized by Rust, Zeithaml and Lemon in 2004 to assist companies in reducing the depreciation of brand equity. Design/methodology/approach Brand equity ...
Howard R. Moskowitz is President and CEO of Moskowitz Jacobs Inc. which specialises in concept an... more Howard R. Moskowitz is President and CEO of Moskowitz Jacobs Inc. which specialises in concept and package optimisation (IdeaMap), integrated and accelerated development (DesignLab), and the globalisation and democratisation of concept development for small and large ...
1 specialises in dead-on delineation of product characteristics that reflect consumers' inne... more 1 specialises in dead-on delineation of product characteristics that reflect consumers' innermost wants. In addition, the business path to incorporate those attributes and entice consumers to want those products is part of her master plan. She marshalls new technologies to ...
Journal of Database Marketing & Customer Strategy Management, 2006
Howard R. Moskowitz is President and CEO Moskowitz Jacobs Inc. He is both a well-known experiment... more Howard R. Moskowitz is President and CEO Moskowitz Jacobs Inc. He is both a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. Widely published in the scientific press (14 books and over 300 ...
We introduce a new type of study that combines self-profile of behaviors and attitudes regarding ... more We introduce a new type of study that combines self-profile of behaviors and attitudes regarding food together with responses to structured, systematically varied concepts about the food. We deal here with the responses of teens, for 28 different foods and beverages. The study creates a database which reveals how a person responds to different types of messaging about the food. We show how to develop the database for many different foods, from which one can compare foods to each other, or compare the performance of messages within a specific food.
Accelerating New Food Product Design and Development, 2007
The use of product development processes is wide spread and there are many professional organizat... more The use of product development processes is wide spread and there are many professional organizations dedicated to these processes. A well-known example is the Product Development and Management As-sociation (PDMA). Founded in 1976, the PDMA is a ...
Purpose: The objective of this paper is to demonstrate that databases of consumer mind-sets, crea... more Purpose: 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.
The researchers present a research approach which was stimulated, in part, by genomics thinking i... more The researchers present a research approach which was stimulated, in part, by genomics thinking in the biological sciences, conjoint analysis in marketing, and psychophysical measurement in experimental psychology. We present the approach in terms of different steps, both conceptual and execution, respectively, as a method for measuring truth for highly, emotionally tinged topics. In doing so, we overcome the continuing issues in both consumer and public opinion research where the respondents' desire to please the interviewer by seeming to be politically correct ('PC') provides erroneous information.
Thus far, measurement barriers inhibited researchers from studying the link between the god conce... more Thus far, measurement barriers inhibited researchers from studying the link between the god concept or image, a special case of spirituality, and anxiety. This study examined the impact of spirituality, mainly of God phrases, as an ameliorator of anxiety. In 15 separate experiments, different groups each rated statistically designed vignettes dealing with various anxiety-provoking situations. Each experiment dealt with one specific anxiety-provoking situation. The ratings for each respondent generated a model showing the basic level of anxiety and the part-worth contribution of each spirituality element to either increasing or reducing that basic anxiety. We used psychophysical methods and statistically designed experiments. This approach allowed the Electronic copy available at: http://ssrn.com/abstract=1440274 measurement of the God image and promises a powerful, experimentation-oriented way to understand the concept of God, allowing future research to study the link between spirituality and stress reduction at the workplace.
This paper presents the results from a study of consumer reactions to different attributes of red... more This paper presents the results from a study of consumer reactions to different attributes of red and white wine, with stimuli presented in the form of small, experimentally designed, test concepts (conjoint measurement). The results show that possibly four consumer mind-sets exist, with each mind-set comprising a different set of communication drivers for concept acceptance. Most subjects fit into one of three key categories; “Classics” (who want their wines to be traditional), “Imaginers” (who want to get into the drinking experience through knowing details about their wines) or “Elaborates” (who want their wines to produce many sensations and flavors). A fourth group (No Frills), were interested in simple and safe wines without any detail of flavor or origen. This segment was found in the red wine study, but not in the white wine study.
This paper deals with the analysis of drivers for self-defined craveability assessed in an Intern... more This paper deals with the analysis of drivers for self-defined craveability assessed in an Internet-based, conjoint analysis task. The stimuli comprised 36 descriptions of restaurant hamburgers, including product features, benefits, restaurant names, and emotional reactions that might ensue after eating the hamburger. Elements were combined into concepts by experimental design, and the resulting concepts evaluated by 145 respondents, on the attribute of craveability. Models relating the presence/absence of concept elements to ratings revealed that statements about the hamburger itself were the most powerful, but that no single element was highest across all the respondents. Segmentation of the 145 individuals by the pattern of their individual utilities revealed four key segments. These are Elaborates who may be sensory-oriented and respond strongly to product descriptions; Classics who like the notion of a grilled hamburger; Imaginers who respond to restaurant name and advertising copy; and Emotionals who respond to statements about food to descriptions how the eater feels after consumption.
Purpose: The objective of this paper is to demonstrate that databases of consumer mind-sets, crea... more Purpose: 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.
Page 1. CREATING DATABASES FROM CROSS-NATIONAL COMPARISONS OF FOOD MIND-SETS SAMUEL RABINO1,5, HO... more Page 1. CREATING DATABASES FROM CROSS-NATIONAL COMPARISONS OF FOOD MIND-SETS SAMUEL RABINO1,5, HOWARD MOSKOWITZ2, RACHEL KATZ2, ANDREA MAIER2, KLAUS PAULUS3, PIETER AARTS3, JACKIE BECKLEY4 and HOLLIS ASHMAN4 ...
We present in this article our vision for a new science, modeled on the emerging science of genom... more We present in this article our vision for a new science, modeled on the emerging science of genomics and the technology of informatics. Our goal in this new science is to better understand how people react to ideas in a formal and structured way, using the principles of stimulus-response (from experimental psychology), conjoint analysis (from consumer research and statistics), Internet-based testing (from marketing research) and multiple tests to identify patterns of mind-sets (patterned after genomics). We show how this formal approach can then be used to construct new, innovative ideas in business. We demonstrate the approach using the development of new ideas for an electronic color palette for cosmetic products to be used by consumers.
Abstract Purpose The purpose of this paper is to empirically test the consumer-centered approac... more Abstract Purpose The purpose of this paper is to empirically test the consumer-centered approach to brand management theorized by Rust, Zeithaml and Lemon in 2004 to assist companies in reducing the depreciation of brand equity. Design/methodology/approach Brand equity ...
Howard R. Moskowitz is President and CEO of Moskowitz Jacobs Inc. which specialises in concept an... more Howard R. Moskowitz is President and CEO of Moskowitz Jacobs Inc. which specialises in concept and package optimisation (IdeaMap), integrated and accelerated development (DesignLab), and the globalisation and democratisation of concept development for small and large ...
1 specialises in dead-on delineation of product characteristics that reflect consumers' inne... more 1 specialises in dead-on delineation of product characteristics that reflect consumers' innermost wants. In addition, the business path to incorporate those attributes and entice consumers to want those products is part of her master plan. She marshalls new technologies to ...
Journal of Database Marketing & Customer Strategy Management, 2006
Howard R. Moskowitz is President and CEO Moskowitz Jacobs Inc. He is both a well-known experiment... more Howard R. Moskowitz is President and CEO Moskowitz Jacobs Inc. He is both a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. Widely published in the scientific press (14 books and over 300 ...
We introduce a new type of study that combines self-profile of behaviors and attitudes regarding ... more We introduce a new type of study that combines self-profile of behaviors and attitudes regarding food together with responses to structured, systematically varied concepts about the food. We deal here with the responses of teens, for 28 different foods and beverages. The study creates a database which reveals how a person responds to different types of messaging about the food. We show how to develop the database for many different foods, from which one can compare foods to each other, or compare the performance of messages within a specific food.
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