Technical Reports

Technical Report: Portfolio Optimization Based on First Choice

Technical Report: Portfolio Optimization Based on First Choice

ABSTRACT First choice, sometimes called discrete choice, involves the selection of an item from a number of mutually exclusive items. This means that when a consumer chooses an item, this choice necessarily implies that all other items are rejected. There are numerous models to account for first choice and often these models predict the...

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Technical Report: Optimum Product Selection for a Drivers of Liking® Project

Technical Report: Optimum Product Selection for a Drivers of Liking® Project

ABSTRACT A project team selecting products for a category appraisal must contend with a number of competing objectives. One of these objectives is to obtain information on the performance of its own products and those of its competitors. This usually leads to extensive discussion and debate among the product development and market research members...

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Technical Report: Unfolding Liking using Landscape Segmentation Analysis® and Internal Preference Mapping

Technical Report: Unfolding Liking using Landscape Segmentation Analysis® and Internal Preference Mapping

ABSTRACT A major objective for any company selling products or services is to uncover the characteristics that drive consumer acceptability. Every year, companies across the world spend a substantial portion of their research budgets for this purpose. Consumer products companies with this information have a significant competitive advantage since specific direction can be given...

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Technical Report: Scaling First-Last, MaxDiff and Best-Worst Data

Technical Report: Scaling First-Last, MaxDiff and Best-Worst Data

ABSTRACT Among market research practitioners, there has recently been interest in scaling product or category characteristics (such as possible benefits) based on responses indicating the items with the greatest and least magnitude among a subset of possible items. The basis for this choice could be liking, purchase interest, importance or even a sensory characteristic...

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Technical Report: Multiplicative versus Ratio Comparisons

Technical Report: Multiplicative versus Ratio Comparisons

ABSTRACT Claims such as “Our product whitens teeth twice as well as product X!” abound in advertising. Such claims have traditionally been viewed as statements regarding ratios of product performances and have been treated accordingly. In previous technical reports, we have both reviewed and extended traditional ratio based statistical methods used to evaluate such...

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Technical Report: Brand Effects on the Landscape of Consumer Experience

Technical Report: Brand Effects on the Landscape of Consumer Experience

ABSTRACT In previous reports we have discussed how to analyze consumer motivations data.  Such data typically come from studies in which consumers evaluate a series of degree of agreement statements about possible motivators. For example, if the product is a cranberry juice drink the motivation statements might include measures concerning taste and odor while...

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Technical Report: New Developments in Equivalence Testing

Technical Report: New Developments in Equivalence Testing

ABSTRACT Equivalence is a term used to describe a condition in which two items differ by less than some predetermined amount. Similar terms include bioequivalence, parity, equality and similarity. Bioequivalence is used in the context of drug effect differences while the term parity is often used in the context of consumer product differences. Equality...

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Technical Report: An Application of Landscape Segmentation Analysis® to Blind and Branded Data

Technical Report: An Application of Landscape Segmentation Analysis® to Blind and Branded Data

ABSTRACT In many companies passionate debates exist between departments on whether a product’s stellar or lackluster performance in the marketplace is due to its sensory characteristics or to its associated imagery. In order to address this very important issue, investigations that involve both blind and branded product evaluations can be very diagnostic. Such studies...

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Technical Report: Conditional Ratio Statements

Technical Report: Conditional Ratio Statements

ABSTRACT “Our product is 5 times more effective at reducing malodor than Brand X!” is a ratio statement with powerful consumer take-away. More generally, a ratio claim involves any statement meant to indicate that one product is superior to another by a multiplicative factor. The statement given above and a statement such as “Shown...

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Technical Report: Improving the Cost and Speed of Product Innovation

Technical Report: Improving the Cost and Speed of Product Innovation

ABSTRACT The process from bench testing to national roll-out of consumer products is expensive and time-consuming, sometimes resulting in market-place disappointment. A resource-intensive component of new product development  is the cost of consumer evaluation of product alternatives. The incremental process of improvement, that usually characterizes the product development activity, can be significantly enhanced by...

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