Marketing, Advertising & Sales
Purchase Intent: The Case of Coffee
Synopsis: The authors show how one can perform a ‘meta-analysis’ of pictures in a conjoint based task. The authors used data from the world-wide coffee study, comprising 38 pictures. They identified the components of the pictures, and used the presence/absence of those components as independent variables. They were then able to relate these components to the utilities of the pictures and to the locations of the pictures on a set of semantic scales. They did this analysis by country and by concept response segment.
Deconstructing Automobile Messaging: Clues to Brand Strategy
This paper looks at the messages conveyed by six different automobile models in order to identify the type of strategy adopted by each model. Through sampling of messages the research created 150 different elements, edited into short declarative statements. These elements were combined into new and unique combinations, exposed to respondents, with the combinations rated on interest. The conjoint analysis task permitted the assignment of relative importance of different elements as drivers.
Fragrance Concepts from First Principles to End Use
This paper deals with the fit of sets of fragrance elements (36 elements each) to 30 different end uses, varying from purely ‘fine’ to purely ‘functional’, by means of an integrated approach called a ‘mega-study’. The method used was conjoint analysis, executed on the Internet, with 150-160 respondents in each of the 30 related studies. The data suggest that respondents can identify which particularly elements in a fragrance oriented concept fit a specific end use, and that the fit to the end use differs by the specific end use.
Advertising Energy: Corporate Communications, Public Policy Issues and the Customer Mind
Energy, although regulated, is subject to a plethora of messages not unlike other sectors of the economy. As utilities become increasingly more sophisticated about marketing, as they adopt methods pioneered by fast moving consumer goods, and as marketing professionals compete for the consumer dollar, it is no wonder that the utility customer continues to be bombarded with messages.
Endorsements in food: What? By whom? To whom? Driving acceptance in older adults
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 endorsement messaging opportunities for foods for two different age cohorts.
Of Sages, Shamans, Soothsayers and Seers: Bringing Pro-active Marketing
The practices used in the last half of the 20th century, although good for their time, may in the end actually contribute to the downfall of the so-called forward-thinking, modern and competitive organization. At the start of the 21st century, business decision makers are beginning to employ tools and techniques in a fashion that empowers them to quickly gather, process, understand, and then act on marketplace information. This speed and power brings with it the need for new knowledge-development and processing methods, grounded in today`s knowledge-hungry business environment. This article highlights some of the historical roots of marketing research, giving perspective to the problems and opportunities facing the field today. The paper centers on the use of the Internet as a data acquisition venue, and on conjoint analysis as a powerful, value-added analytical tool that operates on that data to turn it into insights, enabling marketers to craft and implement more effective strategies. The combination provides a unique opportunity for today`s market researcher and decision-maker, and promises a change in the way market researchers value insights, acquire data, and create knowledge from this acquisition.