mji.capabilities.aug.2009.pdf
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MOSKOWITZ JACOBS INC.Strategic Brand Developers: Research & Consulting
Accomplished Strategic Partners
We work through all phases of the product/service
innovation and development process
A Research & Consulting Firm focused on accelerating
the innovation process
New Product
Development
Re-Stage
Efforts
2
3Assisting Clients Access Every Region of the Globe
3
4
“The Learning is in the Stimuli”
Customers don‟t know what they want in terms
of specific features, benefits, or ingredients
…until they see it, taste it or smell it
The most effective methods
Test the broadest range of variables
Reveal patterns in the data to identify
drivers of consumer behavior
Use systemized approaches for maximum
discovery
MJI‟s Research Methods Are Based On a
Simple Fact
MJI Suite of Business Marketing Tools
IdeaMap® Direction for agency
creative
development
Optimize positioning for
personal care product line
Optimize health claims for
ice cream, snacks, and
beverages
ChoiceMap™ Competitive
market simulation
Optimize loyalty program
Optimize on-package benefits
for OTC healthcare product
Concept
Optimizer
User-Friendly
Marketing Tool
Clients have access to data
Clients revisit the optimizer
for years after the research is
completed
StyleMap™ Graphic Design
optimization
Optimize logos
Design packaging for infant
care product
Addressable Minds Continuously
integrate Voice of the
Customer
Create a real-time one-to-one
marketing optimization
platform (in development)
Product Engineer Drivers of Product
Liking; Recipe
Optimization
Category Assessments
Ingredient Optimization
Marketing Optimization Solutions
5
IdeaMap® - The Industry Standard
Web-based, self-directed
or full service
quantitative survey
Uncovers the conceptual
themes which drive
interest
Identifies the specific
ideas that are most
compelling
Reveals attitudinal
mindsets in your
customer base
Exposes potential niche
markets
Capture insights from
hundreds of consumers
fast and cost effectively
When you want to…
Have many options to measure
Discover „drivers‟ of motivation
Understand the full competitive frame
6
IdeaMap Method to Identify…On A
Conceptual Basis…What Consumers Want
» IdeaMap is rooted in conjoint (trade-off) analysis
Recognizes that in reality, purchase decisions are made by evaluating bundles of
attributes
Consumers trade-off sets of bundled attributes against each other
IdeaMap allows the identification of the contribution of each element in the bundle
to the overall rating
» IdeaMap is based on a stimulus-response
We know the response we want to elicit (e.g., interest) …the stimuli most effective
at eliciting that response
» IdeaMap uses an experimental design – identifies causal relationships, not just
correlations
ChoiceMap™ / ChoiceMap.Net
Web-based, self-
directed or full
service quantitative
survey
Built on the same
principles as
IdeaMap®
Side-by-Side
comparisons of
your products vs
competition
When you want to…
Identify the elements that will capture market share from competitors
Measure how your customer respond to you and if you might
inadvertently be pushing them to consider your competition!
8
Concept Optimizer™
Optimal Concepts are built from the
highest scoring elements in each
category
Bringing Compiled Data to the Next Level
For pre-defined customer segments
and
Attitudinal / behavioral segments which
emerge from the surveys
Total Panel Segment
Total Score = 85Total Score = 85
Winning Concept Winning Concept ––OptimizedOptimized Losing PropositionLosing Proposition
Total Score = 38Total Score = 38
Optimal Concepts are built from the highest scoring elements in each category. Scored by adding the sum of the
utility scores to the constant
• Special blend of anti-irritants sooths
skin and minimizes puffiness
• Alleviates dryness
• Lipids strengthen skin; optical diffusers
scatter light for a softened effect
• De-puffs; minimizes appearance of dark circles
• Ultra-hydrating eye cream that lifts, tones and
smoothes the eye area
• Anti-oxidants help fight free radicals
For Illustrative Purposes Only
9
StyleMap®
Instead of elements, Advertising features are varied:
Headlines
Visuals
Copy
Positioning statements
Web-based, self-directed or full service
quantitative survey
Built on the same principles as IdeaMap®
10
IdeaMap survey Identify Segments, Create Typing Tool Deliver the right message
Addressable Minds
Message
Optimization and
Targeting
#1 Use IdeaMap to segment customers and optimize message
#2 Create Typing Tool And Classify Prospects
#3 Deliver The Right Message To Specific Customer
One Example of the Future Happening Now
…Customer Typing Tool
What to say…
And to whom
IdeaMap.Net and Addressable Minds™
-Relevant Messaging to ReceptiveTargets-
12
How It Works
Categories
Provide organization
of ideas
e.g. Benefits, RTB‟s,
Service, Offers,
Experience, Brand
Selection, Delivery,
Trust, Emotional
Messages
“Bite sized” ways of
describing a product,
service or idea
Can be either words or
pictures
Organizing Principle:
Categories
Promotes flexibility &
creativity
Collaborative effort; cross
functional
Can be sourced from:
Brainstorming
Focus Groups
Previous studies/internal
data
Current messaging
Competitive advertising /
packaging
Defining the Scope:
Input Elements
Statistical modeling
simulating the
respondent‟s interest in
learning more about the
product is built through
regression modeling
techniques
Utility scores assigned to
each tested element
Optimized product
concept and / or
messaging by segment
identified
Output & Analysis:
Regression Modeling
Building the Concepts
Systematically
combines elements
from different
categories
Consumer/Professional
Response
Respondents are
exposed to these
combinations or
concepts one at a time
They respond to the
whole entity, not its
individual parts
Experimental
Design
IdeaMap®
13
Addressable
Minds
Enables one-to-
one targeted
communication
with the right
message, to the
right person,
at the right time.
Research Methodology
Results
Expertise In Action …
Stimuli Tested
RESEARCH METHOD
In our approach – IdeaMap.Net ®and Addressable Minds ™
We have a true torture test of the ideas
Every element appears against other elements in small, easy to
read combinations
Everyone sees different combinations
Test up to 36 elements, separated into 3 to 10 categories.
A category is a collection of like-minded ideas.
These categories with examples of elements are shown on the
next page.
Whatever comes up to the top must be strong…otherwise it would
fade against the onslaught of the other elements
IdeaMap.Net used for 20+ years to understand consumer minds
For product design & marketing
For the law (jury selection and communication…where it
creates very large jury awards)
Communication (identifies what to say to prospective
customers)
Optimal Concept
14
Sensitivity Analysis
A Recent Success Story
Recent Press Release …
High profile lawyer, Rex Parris, uses MJI’s Addressable Minds, powered by
IdeaMap.Net to optimize trial arguments in historic $370 million award
» White Plains NY and Los Angeles CA – July 28, 2009 Moskowitz Jacobs Inc. (MJI), a global leader
in Messaging Optimization Solutions, today announced that R. Rex Parris, the lead attorney for the
employees in a defamation law suit, was instrumental in having $370 million awarded to his
clients after utilizing IdeaMap.Net‟s Addressable Minds solution to optimize his arguments.
» IdeaMap.Net‟s Addressable Minds solution quickly identifies the most compelling combination of
arguments in their case to maximize the likelihood of achieving the desired verdict. IdeaMap.Net‟s
Addressable Minds assesses and optimizes relevant content including framing statements, evidence,
collateral factors, and even the nature/tonality of the witness.
»
1
5
“This quantitative technique really helped me frame my courtroom
arguments…The net result…The jury returned one of the biggest verdicts in
the history of Los Angeles County for a defamation case”, said R. Rex Parris,
the lead attorney. “The tested messages were dead-on. I knew exactly what to
say and what not to say.”
Case History.. From the Food Industry
» The client manufactures healthful snacks…now using probiotics to increase product
healthfulness
» Probiotics are the healthful bacteria in yogurt, which can now be added to baked goods
with the same customer benefit
» Where is the opportunity…and what specifically to say and to whom
» This test used a combination client‟s own marketing material and new messages
16
Flexibility to Test Broad Range of Elements
- Showing 8 Out of 24 Test Messages -
Specific Ingredient / Health Benefit
Each portion is worth its weight in health – 100
calories per 2 oz. serving…no need to settle for
smaller portions
Comes in deliciously rich flavors to hit your
sweet spotResearch Methodology
Results
Stimuli Tested
Helps reduce cholesterol
Taste Promise
Minimize Calories
17
Get the most out of your breakfast
General Benefit
Optimal Concept
Sensitivity Analysis
Probiotic
Closing Benefit
Contains probiotic bacteria, treats gastrointestinal ills
Get the energy you need while keeping it gentile on your
stomach
The Complete List…Six Silos, Four Phrases Each
18
In the Study..We Begin by Orienting Participants
19
A Concept
20
RESULTS
Research Methodology
Results
Expertise In Action
Stimuli Tested
21
Optimal Concept
Sensitivity Analysis
A statistical model simulating the respondent‟s interest in buying
an 8 pack of muffins is built through regression modeling
techniques.
Input 2
Respondent’s Answers
Input 1
Combinations of ideas (Experimental design)
Regression Analysis
Output: Additive Model simulating respondent‟s behavior
The additive model shows the impact, or value, of each individual idea (element) to the respondent‟s behavior.
Drive behavior to learn more (drivers)
Prevent from learning more (inhibitors)
Have no impact (neutrals)
Understanding the Additive Model
Each concept element is assigned an impact score that represents the importance
contribution of that element.
In addition to the individual element impact scores, the regression analysis yields
a “Constant”.
Think of the constant score as a “baseline” level of motivation to start from when
building a concept.
Positive values indicate
that the respective
element enhances
customer reaction.
Scores that are near zero
indicate respondents are
indifferent to inclusion of that
element.
Negative values
indicate that the
respective element
detracts consumer
reaction.
22
Constant (C) IndividualElements (I)
TotalImpact (T)
What we discovered
What the data show us from the evaluation by 172 respondents of
different combinations of messaging
23
How to Read the Results
» Let‟s look at interest
% rating 7-9 „I would buy the product‟ (like the top 2 box)
» Begin with the constant
% saying I accept, with no elements
Baseline…estimated from the ratings by regression (also called the additive constant)
It is 28 here..28% of the people would say „I‟m interested‟..even without any elements
» Look at the contribution of each element beyond the constant
E1: Contains probiotic bacteria, which treat gastrointestinal ills (+7)
An additional 7% of the respondent would change from “base line”to interest (from 28 to 35)
» Build a new selling message by combining (at most) one element from each of four silos
Additive constant + impact values (utilities) tell you how many people interested
24
Relate Presence/Absence of 24 Elements to Interest
25
Today‟s Advertising Practice Messages…not-targeted, not-relevant
» Retailers / Manufacturers ->
» ...Traditional advertising messaging targeted
to large audiences …based on simple
classification descriptors and what they
purchase …it‟s how media is bought
» Your Customers….Advertising strategy
assumes/hopes for group homogeneity…Men
want “Y”, Women want “X”
» Result…Lots of messages without regard to
„true/effective‟ messages & motivators „that
really work‟ for each customer
26
Demographics, Behavior
Mindsets Create Business Opportunities
» People differ from each other
Conventional methods divide them by easy-to-buy information (geo-demos)
Other methods divide them by high-level psychographics (general world views)
Still others divide people by what they buy, etc.
» We are going to segment the 172 respondents based on how they react to these new ideas
This is called mind-set segmentation
It is granular, specific to the particular product and opportunity
And it is up-to-date
» We uncovered two different mind-sets, based on the patterns of reactions to the elements
27
The Addressable Mind™ Solution
Targeted by Mind-Set, Very Relevant Messaging
» Retailers / Manufacturers ->
» IdeaMap.Net Foundation Database / test for
each retailer / manufacturer
» Discover Segments, Create Typing Tool,
Identify Message Drivers
» Classify new population into
segments…THEY LOOK THE SAME BUT
THEIR MINDS ARE DIFFERENT
» Now, Target best messages to each segment
and do it by each manufacturer and retailer
28
IdeaMap.net
Discover Mind Segments:
- Green Conscious
- Only The Best
Identify Mechanism
For Segmentation
Identify Importance
Of Each Message by
Total, Segments etc.
GREEN GREENGREENGREENBEST BEST BEST BEST
Mindset 1 – It‟s About Calories
Mindset 2 – It‟s About Health
30
Opportunity Analysis of the Segments
» It will be all about building interest in the brand and selling to more people
We learn that from the high interest scores
For this product
» Let‟s look at Segment 2 – your prospects for the product benefits
They are more than half the sample (97 out of 172 respondents)
They have a modest interest in the product (constant of 29)
» But you can add another 16% (i.e. go from 29 to 45)
How..by putting in ONE of the top two scoring elements
E.g., Contains probiotic bacteria, which treat gastrointestinal ills
And then build on that by adding another hot button for segment 2
All natural with no artificial additives or preservatives (adds another 5)
» NOTE ON IMPACT OR UTILITY VALUES
5-10 are very good, keep
10-15 are breakthrough
> 15 are blockbuster for the group
31
Research Methodology
Results
Expertise In Action
Stimuli Tested
OPTIMAL CONCEPT
& SENSITIVITY ANALYSIS
These concepts for each subgroup are the result of a computer program generated selection routine that focuses on the highest-scoring elements across the categories. It is an example of how the optimization process works. The Optimal Concepts are examples of high-impact bundles
of elements. Other combinations can also be built from this research. These scores are calculated by adding the sum of the utility
scores to the constant
The Optimal Sensitivity Chart on the following page (read across) identifies on the diagonal the predicted sum of the Optimal Concept for each sample group as calculated by a combination of the constant + the additive values of the elements in the optimized concept:
32
Optimal Concept
Sensitivity Analysis
Optimal Concept Example
- Total Sample -
Sample Data
Do Not Quote
Optimized for: Total Sample Seg 1 of 2 Seg 2 of 2
Total Sample 53 45 59
Seg 1 of 2 48 60 41
Seg 2 of 2 45 22 60
33
Total Seg 1 of 2 Seg 2 of 2
Base Size: (172) (75) (97)
Baseline: 28 27 29
E1 Contains probiotic bacteria which treats gastrintestinal ills 7 -5 16
B2
Maximize satisfaction with minimum calories…low fat and high
in fiber and nutrients 7 11 3
F2 Our mission is simple: to make healthy and delicious baked goods… 6 6 6
D1 Contains less sugar and more vitamins and minerals than an apple 5 6 5
Total Impact 53 45 59
Optimal Concept
Sensitivity Analysis
Addressable Minds Scratch Testing
Turn your website visitors into
Addressable Minds™
Improve your website… mind-type
visitors and direct them to the proper
pages based on their mind-set
34
The Scratch Test
With a segmented world..and enormous
segment responsiveness….you have to find
your segment 2 people to whom you can really
sell…
We use a 45 second scratch test.. With five
questions and a scoring key
Put this on your website, let your prospects
score themselves, and give them the „right
message‟35
Finding, directing, messaging your target with
a 5-question scratch test
36Segment 1
Segment 2
Not in a
segment
Data Mine Using Customer Minds At the
Granular Level of Today‟s Messaging
37
Change the Data-Mining Game…Designed for the
Data-Miner Trying to Increase Lift
When You Can‟t Mind-type Individual People
In Your Database…What to do?
» All you know are today‟s current messages
» You know who responds by sub-groups and segments
» You know the strength of each message
» That‟s already demonstrably more than any of your competitors know
» Given the above…who in your database is likely to respond to your client‟s offer
» Maximize your client‟s lift rapidly
Simulate 10,000 Alternative 4-Element Messages
» Look at how each key subgroup responds to each of the 10,000 test combinations
» If you don‟t profoundly understand your messaging or your database customers…then
who should you message to
» What elements in your current messaging are really working for and among whom
39
Using the results to assess strategy ..
Who do you mail to (mining your database)
» Don‟t want to use probiotics this year in selling message
We looked at 20 of the 24 messages (no probiotics messages)
All of these are current messages
Now what do we do?..to whom do we mail?
» We don‟t know who will buy the „new product‟..but we do know from our audit how
prospective customers respond to current messaging
Instead of guessing, we simulated different messages, and „ran them by our data set‟
So ..we‟re replacing previous behavior (which we may/may not have) with attitudes
to the precise current messaging the client will use
We created 10,000 random „4 element mini ads‟ representing what could be sent
Now let‟s see what consumer groups will be turned on
» Now we can estimate distribution of interest for our new strategy
Which of our groups is most likely to respond to an offer
These are our likely responders
And…we easily simulated and scored the current strategy!!!!40
Groups Highlighted in Green are the Target for a
Strategy (No Probiotics)…Good Idea or Not?
41
Without Probiotic
MessagingTotal
Sample Q1_Male Q1_Female
Q2_30-
38
Q2_39-
44
Q2_45-
52
Q2_53-
64
Q2_65
and
above
Segment 1
of 2
Segment
2 of 2
Base Size 172 43 129 21 20 42 68 17 75 97
Constant 28 37 25 25 30 30 23 42 27 29
Mean 44 39 46 45 33 58 40 42 50 40
Median 44 38 46 46 33 58 40 42 50 39
St.Dev. 2.5 4.9 2.7 7.0 6.4 4.6 3.1 7.1 4.6 3.6
% greater than 25 100% 100% 100% 100% 90% 100% 100% 98% 100% 100%
% greater than 30 100% 98% 100% 98% 70% 100% 100% 94% 100% 100%
% greater than 35 100% 78% 100% 93% 40% 100% 94% 84% 100% 91%
% greater than 40 95% 34% 99% 78% 16% 100% 52% 62% 97% 45%
% greater than 45 36% 14% 65% 51% 3% 100% 8% 34% 86% 8%
% greater than 50 0% 1% 7% 26% 0% 94% 0% 12% 52% 0%
% greater than 55 0% 0% 0% 9% 0% 73% 0% 2% 13% 0%
% greater than 60 0% 0% 0% 2% 0% 33% 0% 0% 0% 0%
% greater than 65 0% 0% 0% 0% 0% 5% 0% 0% 0% 0%
% greater than 70 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
Using the Results to Assess Updated Strategy ..
Who do You Mail to (Mining Your Database)
» We looked at all 24 of the 24 messages
All of these are current messages
Revised strategy.. pursue probiotics this year
Now what do we do?..to whom do we mail?
» Then we created „4 element messages‟
10,000 new messages .. With the probiotic messages ..to reflect the new strategy
One or no element from each silo
And estimated level of interest
» Now we can estimate distribution of interest for our new strategy
Which of our groups is most likely to respond to an offer
These are our likely responders
Simulated and scored the new strategy allowing in probiotics !!!!
42
Groups Highlighted in Green Are the Target
for a Strategy (Use Probiotics)
43
Marketing Message: With
ProbioticsTotal
Sample Q1_Male Q1_Female Q2_30-38 Q2_39-44 Q2_45-52
Q2_53-
64
Q2_65
and
above
Segment 1
of 2
Segment 2
of 2
Base Size 172 43 129 21 20 42 68 17 75 97
Constant 28 37 25 25 30 30 23 42 27 29
Mean 45 37 47 45 31 57 43 44 42 47
Median 45 37 47 45 31 57 43 44 42 48
St.Dev. 2.8 4.7 3.3 7.7 6.3 4.5 4.4 7.1 7.2 6.5
% greater than 25 100% 100% 100% 100% 84% 100% 100% 99% 100% 100%
% greater than 30 100% 96% 100% 97% 56% 100% 100% 96% 97% 100%
% greater than 35 100% 69% 100% 89% 27% 100% 97% 89% 84% 97%
% greater than 40 96% 25% 99% 72% 8% 100% 73% 71% 58% 83%
% greater than 45 48% 9% 76% 49% 1% 100% 32% 45% 32% 65%
% greater than 50 3% 0% 22% 25% 0% 93% 6% 18% 18% 39%
% greater than 55 0% 0% 0% 9% 0% 68% 0% 5% 4% 10%
% greater than 60 0% 0% 0% 2% 0% 26% 0% 1% 0% 0%
% greater than 65 0% 0% 0% 0% 0% 3% 0% 0% 0% 0%
% greater than 70 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
% greater than 75 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%
ChoiceMap
Market Simulation
Think of Vectors Influencing Each
Other (Psychological Cross-
Elasticities)
44
ChoiceMap Concept Screen
45
Research Methodology
Results
Stimuli Tested
Optimal Concept
Sensitivity Analysis
SAMPLE SCREEN
ChoiceMap Example of Deliverables
Base
Sample
3+ Purchases
per Month
Loyal
Shoppers
Competitor
Shoppers
Base Size (1502) (603) (511) (452)
CONSTANT 12 5 12 5
OPTION C: Discounts of 30% to 50% 9 9 9 11
OPTION B: Discounts of 15% to 30% 6 5 5 9
OPTION A: Discounts of 10% to 15% 4 4 4 9
OPTION C: Available Both online and via phone 7 9 10 6
OPTION B: Available by phone only 4 7 7 3
OPTION A: Available online only 4 5 7 2
Feature 2: Panel of experts available for members to consult with via telephone or online 24 hr/day
Feature 5: Special quarterly discounts for members available through local gyms, rec centers, spas, online shopping partners and
other outside health partners:
46
Research Methodology
Results
Stimuli Tested
Optimal Concept
Sensitivity Analysis
RESULTS
StyleMap Design Optimization- Same Principles As IdeaMap But Graphically
Based-
47
Shampoo Bottle Case…Six Silos and 4 Graphical
Options Each
48
Product Development
- Category Assessment
- Drivers of Liking
- Recipe Optimization
49
MJI‟s Product Evaluation Competencies
Category Appraisal
Competitive analysis
Sensory drivers of liking
New product
opportunities
Sensory segmentation
Reverse Engineering
Brand equity
measurement
Product Screening
Winners/Losers
Benchmarking
performance against
in-market products
Direction for product
improvement
Product acceptance by
subgroups
Product line
extension/ constriction
Product Optimization
Optimal ingredient
formulation
Optimal formulation given
cost/ manufacturing
constraints
Ingredient drivers of liking
Sensitivity analysis
Optimizer Software
Today’s Focus
Product Hierarchy Based on Overall Liking
- Partial List of Products
7266
58
50
0
20
40
60
80
100
#304 #309 #290 #601
A difference of +/-10 points is significantly different at the 90% confidence level.
Overa
ll l
ikin
g
Toilet Tissue Products: Overall Liking
Sensory Profiles for Each Product Tested
-Partial List of Products and Attributes
#304 #309 #290 #601 Signifcant
Overall Liking 72 60 58 48 [+/-10]
Like Overall Appearance65 40 65 55 [+/-10]
Visual Thickness 63 45 59 80 [+/-10]
Like Overall Aroma 65 40 65 55 [+/-10]
Strength of Aroma 63 35 55 75 [+/-10]
Like Touch On Skin 68 57 49 44 [+/-8]
Thickness 65 59 45 85 [+/-8]
Softness 66 85 49 44
Is A Premium
Toilet Tissue
70 85 51 44 [+/-8]
Technical Measure 1 3.9 3.85 4.2 3.95
Technical Measure 2 402 385 425 299
[+/-8]
Category Appraisal
» Drivers of Liking Analysis
Create sensory response curves
Graphically shows the relationship of overall liking versus:
Sensory perception
Objective measures
Instrumental measures
Sensory Drivers of Liking and Sensory Targets
10
20
30
40
50
60
70
80
90
100
Ov
eral
l L
ikin
g
Softness Against Skin10 20 30 40 50 60 70 80 90 100
#309
#304
#601
Products in this area
represent sensory
targets to aid in
product improvement
#290
Category Appraisal
» Sensory Segmentation (requires larger base sizes)
Identify whether liking is homogeneous or whether different preference segments
exist
Based on stimulus response patterns
Was the basis for the segmentation approach used for IdeaMap
Consumer Segments With Opposing Sensory Needs
SEGMENT1: sq. mult. R= .81
SEGMENT2: sq. mult. R= .9310
20
30
40
50
60
70
80
90
100
Ov
eral
l L
ikin
g
Tissue Fragrance Intensity10 20 30 40 50 60 70 80 90 100
Stronger Fragrance
Segment
Weaker Fragrance
Segment
Category Appraisal
» Sensory optimization
An optimal sensory profile which maximizes overall liking can be identified.
Compare against tested products to identify which of the tested products have
the most desired characteristics …REVERSE ENGINEERING
Use this to adjust existing products or create new ones
Reverse Engineering – How To Use It
Boxed number indicates the product is off by +/-3 points from the optimal product score for that
attribute.
Optimal
Product Description--> Product
Product Code--> 304 309 290 601
Overall Liking 72 69 63 57 54
Like Fragrance 55 64 62 51 48
Like Fragrance Intensity 50 46 49 43 49
Strength of Fragrance 55 53 53 48 55
Easy to Tear 58 66 62 53 44
Large Sheet 43 45 46 80 22
Soft vs. Firm Texture 62 65 62 56 51
Is a premium product 52 60 57 52 49
Expert 1 61 68 64 68 52
Expert 2 59 58 59 54 49
Expert 3 44 48 44 54 37
Objective Measure 1 0.25 0.20 0.08 0.55 0.51
Objective Measure 2 1251 1235 1300 900 800
Objective Measure 3 750 62 68 75 53
Product Optimization
» Why use this approach
Most direct approach to identify formulations that optimize consumer behavior
Optimal formulations are reported in terms of R&D ingredient levels
» Experimental research design helps estimate the link between ingredients and
consumers‟ perceptions and liking.
Enables R&D to systematically manipulate the ingredients and/or manufacturing
processes of a product
Reveals ingredient drivers of liking and perception within the ingredient set tested
Provides R&D with a recipe for formulation guidance
What is the best combination of ingredients on an absolute basis?
What is the best combination of ingredients at specific cost constraints?
Overall Liking of the Products
- 4 Continuous Variables; 3 Levels Each,
Individual recipes that consumers want:
» By systematically varying ingredients and processes, the following prototypes
beating the current product on an unbranded basis were produced.
Prototype Ing.A Ing.B Ing.C Ing.D Overall Liking
1 Low Low Low Low 74
2 Low Low High Med 71
3 Med High Low High 69
4 Low High High Low 69
5 High Low Low High 67
18 - Current 57
Do Consumers Track Formulation Changes? “As R&D created a thicker sheet consumers recognized the change”
20
40
60
80
100P
erce
ived
Thic
km
ess
R2 = .948
Sheet Thickness – R&D Controlled
0% 50% 100%0
Ingredient Drivers of Liking
- Sheet Thickness vs. Overall Liking -
SIMILAR CHARTS ARE CREATED FOR EACH INGREDIENT
0% 50% 100%
R² = 0.75
0
10
20
30
40
50
60
70
80
4 8 12 16 20 24
Overa
ll L
ikin
g
Thickness of Sheet - R&D Controlled
Product Modeling Approach
-No constraints and with 2 cost constraints
Constraints None Cost 1 (-5% ) Cost 2 (-20% )
Ing. A 65% 55% 50%
Ing. B 22% 25% 18%
Ing. C 13% 15% 8%
Ing. D 0% 5% 24%
Cost per unit $6.50 $6.18 $5.20
Overall Liking 79 74 63
Strength of Fragrance 65 62 56
Softness 60 65 75
Easy to Tear 65 58 50
A Premium Toilet Tissue 75 70 59
Optimal
We offer solutions with actionable results - each engagement delivers a unique set of solutions and benefits.
MJI - For more information…
Moskowitz Jacobs Inc. - 1025 Westchester Avenue, 4th Fl. - White Plains, New York 10604 -
(914) 421-7456 - www.mji-designlab.com
Bert Krieger
Executive Vice President
914-421-7456
bkrieger@mji-designlab.com
64
Howard R. Moskowitz, Ph.D.
President
Moskowitz Jacobs Inc.
Phone: +1-914-421-7408
Email: mjihrm@sprynet.net
www.mji-designlab.com
www.ideamap.net
www.SellingBlueElephants.com
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