Effective and confident communication in crisis situations

Howard Moskowitz, Samuel Rabino, Alex Gofman and Daniel Moskowitz

This paper reports the results of a study using experimental design to understand, segment, and optimize messaging with respect to pharmaceutical companies in the hotly discussed and controversial area of pain relief.

Effective and confident communications in crisis situations

Messaging Simulation

Howard Moskowitz, Alex Gofman and Daniel MoskowitzMoskowitz Jacobs Inc., United States.

Samuel RabinoNortheastern University, United States.

INTRODUCTION – BEYOND PRODUCTS AND INTO THE SPHERE OF OPINION

Today's market researcher has achieved significant credence and a 'place' at many corporate management tables. For a number of these researchers the issues they confront go beyond passively reporting the trends or the responses of consumers to package, concept or product stimuli. The new breed of consumer researcher is becoming increasingly involved in the acquisition of insights in order...

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