Understanding and optimizing communications and the 'look'. Sustainable co-creativity using Internet-enabled, visual conjoint analysis

This paper presents a knowledge-creation approach permitting both marketer and researcher to apply principles of systematized design to concepts in text format and simulated visual format.

Understanding and optimizing communications and the ‘look’

Sustainable co-creativity using Internet-enabled, visual conjoint analysis

Jonathan MarcusMasterCard International, United States

Howard MoskowitzMoskowitz Jacobs Inc., United States

Alex GofmanMoskowitz Jacobs Inc., United States

Madhu ManchaiahMoskowitz Jacobs Inc., United States

Barbara IttyMoskowitz Jacobs Inc., United States

INTRODUCTION

Marketers continue to look for optimal ways to develop and then communicate their products and services. A great deal of research is involved with one-offstudies of responses to test stimuli, e.g., concepts. From the reactions to these stimuli researchers attempt to create a set of rules that reveal what...

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