Technical Reports

Technical Report: Measuring Product Performance / Image Tradeoffs

Technical Report: Measuring Product Performance / Image Tradeoffs

ABSTRACT We send our children to less than ideal schools, we drive less than optimal cars (for longer than we care to admit), we can always think of a neighborhood that we would prefer to live in, and we consume foods that, based purely on their sensory effects, we would prefer to forego. It...

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Technical Report: From Ranks to Intensities

Technical Report: From Ranks to Intensities

ABSTRACT In a classic voting problem, 24 people are asked to choose among three restaurants – one specializing in steak, one in Thai food, and one vegetarian. Nine vote for steak, eight for Thai and seven for vegetarian. The vegetarians would much prefer Thai to steak and the Thai choosers would prefer vegetarian to...

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Technical Report: Product-Concept Fits

Technical Report: Product-Concept Fits

ABSTRACT The extent to which a product matches a concept plays a critical role in the success of new product introductions. For instance, if a new fragrance is to be introduced under a brand name with supporting imagery, it would be useful to know whether the fragrance itself is compatible with the concept. A...

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Technical Report: Relating Expert and Consumer Sensitivities

Technical Report: Relating Expert and Consumer Sensitivities

ABSTRACT It is often necessary to conduct expensive, time-consuming experiments in order to obtain reliable information on product characteristics from consumer samples. This report investigates reducing product testing costs by improving measurement sensitivity. In some cases, such as when estimating sensory intensity differences, smaller samples could be used if sensitivity could be increased. This...

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Technical Report: Competitive Strategies in Product Portfolio Design

Technical Report: Competitive Strategies in Product Portfolio Design

ABSTRACT In an earlier technical report1, we discussed product portfolio optimization. In that report, products were placed: a) In the absence of competition and existing brands, b) in the presence of competition, and c) in the presence of competition while minimizing cannibalization of existing brands. The last two cases involved optimizing the probability of...

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Technical Report: Just About Right Scales

Technical Report: Just About Right Scales

ABSTRACT When Goldilocks considered eating the bears’ porridge, she found one "too hot", one "too cold", and one "just right". It is not possible to know from this information whether Goldilocks perceived the porridges to be hot or cold in intensity; we just have relative information about the three porridges. Relative ratings such as...

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Technical Report: Designing New Product Portfolios

Technical Report: Designing New Product Portfolios

ABSTRACT It is generally impossible to satisfy every consumer in a target group with a single product. Product portfolios are used to maximize overall consumer satisfaction. Just as one player cannot play every position on a basketball or soccer team, one product cannot play the role of a portfolio. The general problem of interest...

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Technical Report: Identifying Latent Segments

Technical Report: Identifying Latent Segments

ABSTRACT The success of an effort to introduce a new product or to reposition an existing one depends on knowledge of features of products that consumers want. One way of thinking about individual liking and preference differences is to assume that consumers agree that a set of product attributes are important to them, but...

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Technical Report: Motivations for Product Consumption

Technical Report: Motivations for Product Consumption

ABSTRACT There are numerous techniques used to assess consumers’ motivations for product consumption. It is quite common to obtain data from rated degrees of agreement with statements about possible motivators. The responses are then analyzed using statistical tools such as the analysis of variance and factor analysis. This technical report appears as: Ennis, D....

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Technical Report: Multivariate Difference Testing with Multiple Samples

Technical Report: Multivariate Difference Testing with Multiple Samples

ABSTRACT Variation in the manufacture of consumer products presents a challenge when investigating the suitability of process and formulation changes to a particular product. This issue is particularly relevant when investigating small sensory differences, like those involved in discrimination testing. In some cases, a product is best represented by several variants. The traditional discrimination...

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