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...

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