Authors : Howard R. Moskowitz , Jacqueline Beckley and Teri Curran Mascuch
Abstract: Much of the knowledge today about consumers as customers comes from one of three types of research: Qualitative: probing in depth the motivations of consumers for a particular product or service (knowledge building and insight development) and where appropriate eliciting reactions to specific products or concepts (validation of the corporate efforts by rapid consumer reactions). Primary Quantitative: Including surveys. Systematized Databases: Arising from tracking studies either sponsored by one company for its own use or sold on a syndicated basis by a research/data supplier. We present a fourth category of research and knowledge about consumers and customers. We call this the It! system. It! uses the power of primary research, with a powerful, state-of-the-art research tool (conjoint measurement), executed in-depth for specific categories, applied to an integrated set of 30 different related products or services. This approach generates one integrated, mega-database. Through this integrated database of 30 related studies in a specific area, the marketer, researcher, product developer and agency can: Identify the features and messages that drive interest, Compare these features and messages across different but related product categories, Divide people by their profile of attitudes and Segment consumers on the basis of the pattern of features and communications that interest them.
Howard R. Moskowitz , Jacqueline Beckley and Teri Curran Mascuch , 2007. The It! Knowledge Warehouse™ : Large-Scale Concept-Response Databases Using Conjoint Analysis, Segmentation and Databasing for Development and Marketing. Journal of Food Technology, 5: 9-17.