Jumpstarting product development: competitive analysis and conjoint measurement in the cosmetic industry

This article analyzes current advertisements for eye cream using deconstruction methodology. No outstanding elements emerged from the current communications when considered on a total panel basis.

Jumpstarting Product Development

Competitive analysis and conjoint measurement in the cosmetic industry

Howard Moskowitz andBarbara IttyMoskowitz Jacobs Inc

CONCEPTS TO GUIDE DEVELOPMENT

Concepts represent blueprints for product developers and marketers. For developers, the concept presents the features that the consumer would like to see the product possess. For marketers, the concept may comprise statements about the product itself, the reason for buying, or some combination thereof.

Although concepts are important to the product success, there is only a moderate amount of information in the literature on creating concepts. Despite some papers that have been written on concept...

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