Understanding and optimizing communications and the ‘look’

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

Jonathan Marcus
MasterCard International, United States

Howard Moskowitz
Moskowitz Jacobs Inc., United States

Alex Gofman
Moskowitz Jacobs Inc., United States

Madhu Manchaiah
Moskowitz Jacobs Inc., United States

Barbara Itty
Moskowitz Jacobs Inc., United States


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-off studies 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 types of messages perform well, and what formats of print ads perform well. Internationalization and consumer evolution demand instant and cost-effective particularization for different topic areas, and for different countries, respectively. Currently, such particularization can be costly to develop, may work in some situations but not others, and may quickly go out of date with new countries and new product areas. In response to these economic pressures and constraints a significant proportion of marketing effort relies on intuition and guesswork, based on what may have worked before. There is a growing need for efficient, fact-based development of both ideas and creative executions (Karlsson and Ahlstrom, 1997).