2. Accomplished Strategic Partners
We work through all phases of the product/service
innovation and development process
New Product Re-Stage
Development Efforts
A Research & Consulting Firm focused on accelerating
the innovation process
2
4. MJI‟s Research Methods Are Based On a
Simple Fact
“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
4
5. Marketing Optimization Solutions
MJI Suite of Business Marketing Tools
Optimize positioning for
Direction for agency personal care product line
IdeaMap® creative Optimize health claims for
development ice cream, snacks, and
beverages
Optimize loyalty program
Competitive
ChoiceMap™ market simulation Optimize on-package benefits
for OTC healthcare product
Clients have access to data
Concept User-Friendly Clients revisit the optimizer
Optimizer Marketing Tool for years after the research is
completed
Optimize logos
Graphic Design
StyleMap™ optimization Design packaging for infant
care product
Continuously Create a real-time one-to-one
Addressable Minds integrate Voice of the marketing optimization
platform (in development)
Customer
Drivers of Product Category Assessments
Product Engineer Liking; Recipe
Ingredient Optimization
Optimization 5
6. IdeaMap® - The Industry Standard
When you want to…
Web-based, self-directed Have many options to measure
or full service Discover „drivers‟ of motivation
quantitative survey Understand the full competitive frame
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
6
7. 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
8. ChoiceMap™ / ChoiceMap.Net
When you want to…
Identify the elements that will capture market share from competitors
Web-based, self-
directed or full
Measure how your customer respond to you and if you might
service quantitative inadvertently be pushing them to consider your competition!
survey
Built on the same
principles as
IdeaMap®
Side-by-Side
comparisons of
your products vs
competition
8
9. Concept Optimizer™
Bringing Compiled Data to the Next Level
For pre-defined customer segments
and
Attitudinal / behavioral segments which
emerge from the surveys
For Illustrative Purposes Only
Total Panel Segment
Winning Concept –
Optimized Losing Proposition
Total Score = 85 Total Score = 38
• Special blend of anti-irritants sooths • De-puffs; minimizes appearance of dark circles
skin and minimizes puffiness
Optimal Concepts are built from the • Alleviates dryness
• Ultra-hydrating eye cream that lifts, tones and
smoothes the eye area
highest scoring elements in each • Lipids strengthen skin; optical diffusers • Anti-oxidants help fight free radicals
scatter light for a softened effect
category
Optimal Concepts are built from the highest scoring elements in each category. Scored by adding the sum of the
utility scores to the constant
9
10. StyleMap®
Web-based, self-directed or full service
quantitative survey
Built on the same principles as IdeaMap®
Instead of elements, Advertising features are varied:
Headlines
Visuals
Copy
Positioning statements
10
11. One Example of the Future Happening Now
…Customer Typing Tool
IdeaMap survey Identify Segments, Create Typing Tool Deliver the right message
#3 Deliver The Right #1 Use IdeaMap to
Message To Specific segment customers
Customer and optimize message
Addressable Minds
Message
Optimization and
Targeting
#2 Create Typing Tool And
Classify Prospects
12. What to say…
And to whom
IdeaMap.Net and Addressable Minds™
-Relevant Messaging to ReceptiveTargets-
12
13. IdeaMap®
How It Works
Defining the Scope: Organizing Principle: Experimental Output & Analysis: Addressable
Input Elements Categories Design Regression Modeling Minds
Promotes flexibility & Categories Building the Concepts Statistical modeling
creativity Provide organization Systematically simulating the
Collaborative effort; cross of ideas combines elements respondent‟s interest in
functional e.g. Benefits, RTB‟s, from different learning more about the
categories Enables one-to-
Service, Offers, product is built through
one targeted
Experience, Brand Consumer/Professional regression modeling
Can be sourced from: communication
Selection, Delivery, Response techniques
with the right
Brainstorming Trust, Emotional Utility scores assigned to message, to the
Respondents are
Focus Groups Messages exposed to these each tested element right person,
Previous studies/internal combinations or Optimized product at the right time.
“Bite sized” ways of
data describing a product, concepts one at a time concept and / or
service or idea They respond to the messaging by segment
Current messaging
whole entity, not its identified
Competitive advertising / Can be either words or
pictures individual parts
packaging
13
14. Expertise In Action …
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
Research Methodology next page.
Stimuli Tested Whatever comes up to the top must be strong…otherwise it would
fade against the onslaught of the other elements
Results
IdeaMap.Net used for 20+ years to understand consumer minds
Optimal Concept For product design & marketing
For the law (jury selection and communication…where it
Sensitivity Analysis creates very large jury awards)
Communication (identifies what to say to prospective
customers)
14
15. A Recent Success Story
1
5
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.
»
“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.”
16. 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
17. Flexibility to Test Broad Range of Elements
- Showing 8 Out of 24 Test Messages -
General Benefit
Get the most out of your breakfast
Minimize Calories
Each portion is worth its weight in health – 100
calories per 2 oz. serving…no need to settle for
smaller portions
Taste Promise
Comes in deliciously rich flavors to hit your
Research Methodology sweet spot
Stimuli Tested Specific Ingredient / Health Benefit
Results Helps reduce cholesterol
Optimal Concept Probiotic
Contains probiotic bacteria, treats gastrointestinal ills
Sensitivity Analysis
Closing Benefit
Get the energy you need while keeping it gentile on your
stomach 17
21. Expertise In Action
RESULTS
A statistical model simulating the respondent‟s interest in buying
an 8 pack of muffins is built through regression modeling
techniques.
Input 1 Input 2
Combinations of ideas Respondent’s Answers
(Experimental design)
Research Methodology
Regression
Stimuli Tested
Analysis
Results
Output: Additive Model simulating respondent‟s behavior
Optimal Concept
The additive model shows the impact, or value, of each
individual idea (element) to the respondent‟s behavior.
Sensitivity Analysis
Drive behavior to learn more (drivers)
Prevent from learning more (inhibitors)
Have no impact (neutrals)
21
22. Understanding the Additive Model
Each concept element is assigned an impact score that represents the importance
contribution of that element.
Positive values indicate Scores that are near zero Negative values
that the respective indicate respondents are indicate that the
element enhances indifferent to inclusion of that respective element
customer reaction. element. detracts consumer
reaction.
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.
Constant (C) Individual Total
Elements (I) Impact (T)
22
23. What we discovered
What the data show us from the evaluation by 172 respondents of
different combinations of messaging
23
24. 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
26. 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
Demographics, Behavior
» 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
27. 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
28. The Addressable Mind™ Solution
Targeted by Mind-Set, Very Relevant Messaging
» Retailers / Manufacturers ->
» IdeaMap.Net Foundation Database / test for
each retailer / manufacturer IdeaMap.net
» Discover Segments, Create Typing Tool,
Identify Message Drivers
» Classify new population into Discover Mind Segments: Identify Mechanism Identify Importance
- Green Conscious Of Each Message by
segments…THEY LOOK THE SAME BUT - Only The Best
For Segmentation
Total, Segments etc.
THEIR MINDS ARE DIFFERENT
» Now, Target best messages to each segment
and do it by each manufacturer and retailer
GREEN BEST GREEN BESTGREEN BEST GREEN BEST
28
31. 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
32. Expertise In Action
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
Research Methodology
The Optimal Sensitivity Chart on the following page (read across)
identifies on the diagonal the predicted sum of the Optimal
Stimuli Tested Concept for each sample group as calculated by a combination of
the constant + the additive values of the elements in the optimized
Results concept:
Optimal Concept
Sensitivity Analysis
32
33. Sample Data
Optimal Concept Example Do Not Quote
- Total Sample -
Optimal Concept
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
Maximize satisfaction with minimum calories…low fat and high
B2 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
Sensitivity Analysis
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
34. 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
35. 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
37. Change the Data-Mining Game…Designed for the
Data-Miner Trying to Increase Lift
Data Mine Using Customer Minds At the
Granular Level of Today‟s Messaging
37
38. 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
39. 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
40. 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
40
And…we easily simulated and scored the current strategy!!!!
41. Groups Highlighted in Green are the Target for a
Strategy (No Probiotics)…Good Idea or Not?
Q2_65
Without Probiotic Total Q2_30- Q2_39- Q2_45- Q2_53- and Segment 1 Segment
Messaging Sample Q1_Male Q1_Female 38 44 52 64 above of 2 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%
41
42. 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
43. Groups Highlighted in Green Are the Target
for a Strategy (Use Probiotics)
Q2_65
Marketing Message: With Total Q2_53- and Segment 1 Segment 2
Probiotics Sample Q1_Male Q1_Female Q2_30-38 Q2_39-44 Q2_45-52 64 above of 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%
43
44. ChoiceMap
Market Simulation
Think of Vectors Influencing Each
Other (Psychological Cross-
Elasticities)
44
46. ChoiceMap Example of Deliverables
RESULTS
Base 3+ Purchases Loyal Competitor
Sample per Month Shoppers Shoppers
Base Size (1502) (603) (511) (452)
CONSTANT 12 5 12 5
Feature 5: Special quarterly discounts for members available through local gyms, rec centers, spas, online shopping partners and
other outside health partners:
OPTION C: Discounts of 30% to 50% 9 9 9 11
Research Methodology OPTION B: Discounts of 15% to 30% 6 5 5 9
OPTION A: Discounts of 10% to 15% 4 4 4 9
Stimuli Tested
Feature 2: Panel of experts available for members to consult with via telephone or online 24 hr/day
Results OPTION C:
OPTION B:
Available Both online and via phone
Available by phone only
7
4
9
7
10
7
6
3
OPTION A: Available online only 4 5 7 2
Optimal Concept
Sensitivity Analysis
46
49. Product Development
- Category Assessment
- Drivers of Liking
- Recipe Optimization
49
50. MJI‟s Product Evaluation Competencies
Today’s Focus
Category Appraisal
Product Screening Product Optimization
Competitive analysis
Optimal ingredient
Winners/Losers Sensory drivers of liking
formulation
Benchmarking New product
Optimal formulation given
performance against opportunities
cost/ manufacturing
in-market products constraints
Sensory segmentation
Direction for product Ingredient drivers of liking
Reverse Engineering
improvement
Brand equity Sensitivity analysis
Product acceptance by
measurement
subgroups Optimizer Software
Product line
extension/ constriction
51. Product Hierarchy Based on Overall Liking
- Partial List of Products
Toilet Tissue Products: Overall Liking
100
80
72
66
Overall liking
58
60
50
40
20
0
#304 #309 #290 #601
A difference of +/-10 points is significantly different at the 90% confidence level.
52. 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 Appearance
65 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 [+/-8]
Is A Premium 70 85 51 44 [+/-8]
Toilet Tissue
Technical Measure 1 3.9 3.85 4.2 3.95
Technical Measure 2 402 385 425 299
54. Sensory Drivers of Liking and Sensory Targets
100
90
#304
80 #290
#309
Overall Liking
70 #601
60
50
40
30 Products in this area
20 represent sensory
targets to aid in
10 product improvement
10 20 30 40 50 60 70 80 90 100
Softness Against Skin
55. 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
57. 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
58. Reverse Engineering – How To Use It
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
Boxed number indicates the product is off by +/-3 points from the optimal product score for that
attribute.
59. 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?
60. 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
61. Do Consumers Track Formulation Changes?
“As R&D created a thicker sheet consumers recognized the change”
100 R2 = .948
80
Perceived Thickmess
60
40
20
0
0% 50% 100%
Sheet Thickness – R&D Controlled
62. Ingredient Drivers of Liking
- Sheet Thickness vs. Overall Liking -
SIMILAR CHARTS ARE CREATED FOR EACH INGREDIENT
80
70
R² = 0.75
60
Overall Liking
50
40
30
20
10
0 0% 50% 100%
4 8 12 16 20 24
Thickness of Sheet - R&D Controlled
63. Product Modeling Approach
-No constraints and with 2 cost constraints
Optimal
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
64. MJI - For more information…
We offer solutions with actionable results - each engagement
delivers a unique set of solutions and benefits.
Bert Krieger Howard R. Moskowitz, Ph.D.
Executive Vice President President
914-421-7456 Moskowitz Jacobs Inc.
bkrieger@mji-designlab.com Phone: +1-914-421-7408
Email: mjihrm@sprynet.net
www.mji-designlab.com
www.ideamap.net
www.SellingBlueElephants.com
Moskowitz Jacobs Inc. - 1025 Westchester Avenue, 4th Fl. - White Plains, New York 10604 -
(914) 421-7456 - www.mji-designlab.com
64
