Jumpstarting product development: competitive analysis and conjoint measurement in the cosmetic industry

This article analyzes current advertisements for eye cream using deconstruction methodology. No outstanding elements emerged from the current communications when considered on a total panel basis.

Jumpstarting Product Development

Competitive analysis and conjoint measurement in the cosmetic industry

Howard Moskowitz andBarbara IttyMoskowitz Jacobs Inc

CONCEPTS TO GUIDE DEVELOPMENT

Concepts represent blueprints for product developers and marketers. For...