Category: Technical Reports

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…

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…

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…

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…

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,…

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…

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…