| |
| |
| |
| The Business Environment and the Role of Concept Research in that Environment | |
| |
| |
| |
| Nuts & Bolts, Raw Materials & Ratings | |
| |
| |
| |
| Single Benefits Screening (promise testing) and more Complex Concept Testing | |
| |
| |
| |
| Ideation Strategies & Their Deployment in Concept Development | |
| |
| |
| |
| From Questions and Scales to Respondents and Field Execution | |
| |
| |
| |
| Experimental Designs, Graphics, Segments and Markets | |
| |
| |
| |
| Systematic Variation of Concept Elements and the Conjoint Analysis Approach | |
| |
| |
| |
| Concepts as a Combination of Graphics | |
| |
| |
| |
| Segmentation Results and the Differential Importance of Categories | |
| |
| |
| |
| International Research and Transnational Segmentation (Chapter written | |
| |
| |
| |
| |
| Advanced Analytics | |
| |
| |
| |
| Believing the Results: Reliability and Validity | |
| |
| |
| |
| Response time as a Dependent Variable in Concept Research | |
| |
| |
| |
| Children Compared with Adults | |
| |
| |
| |
| Pricing Issues in Early-stage Concept Research | |
| |
| |
| |
| Analyzing a Study: Casual-dining Restaurant | |
| |
| |
| |
| Creating Products from Concepts and Vice Versa | |
| |
| |
| |
| Exploratory Modeling and Mapping, Simulating New Combinations, Data Mining | |
| |
| |
| |
| Putting the Approaches to Work | |
| |
| |
| |
| Developing from the Ground up: Self-authoring Systems for Text and Package Concepts (Chapter written | |
| |
| |
| |
| |
| Deconstruction and competitive intelligence | |
| |
| |
| |
| Bottom-up Innovation: Creating Product Concepts from First Principles (Chapter written | |
| |
| |
| |
| |
| Creating a Cyberspace Innovation Machine (Chapter written | |
| |
| |
| |
| |
| Databasing | |
| |
| |
| |
| Creating an Integrated Database from Concept Research – The It! Studies (Chapter written | |
| |
| |
| |
| |
| Highlights and insights from The It! Studies: Crave It! and Eurocrave (Chapter written | |
| |
| |
| |
| |
| Highlights and Insights from the Drink It!� Study (Chapter written | |
| |
| |
| |
| |
| Understanding Brand Names in Concepts | |
| |
| |
| |
| Emotion in concepts (Chapter written with the help of | |
| |
| |
| |
| |
| The Grand Overview | |
| |
| |
| |
| Concept Development and the Consumer-insights Business (Chapter with the help of | |
| |
| |
| |
| |
| Scientific & Business Realpolitik: Insights from selling new ideas for Concept Research | |
| |
| |
| |
| Two Views of the future: Structured Informatics and Research | |
| |
| |
| Index | |