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...