From multi-country concept testing/optimization to corporate database and beyond

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but turned into an organizing principle to understand consumers, worldwide, and at the same time evolved into a unique database that could be used by the company again and again for product development.

From Multi-Country Concept Testing/ Optimization To Corporate Database And Beyond

Johannes Hartmann Unilever BestfoodsHoward Moskowitz Moskowitz Jacobs Inc.Jeff Ewald Optimization Group, Inc.

INTRODUCTION: THE EXISTING SITUATION FROM THE CORPORATE BOARDROOM

The existing belief in many companies is that concepts for FMCG (fast moving consumer goods) need to be individualized for each culture. This point of view does not necessarily find itself based on fact, but rather on belief. Management does recognizes the growing internationalization of...

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