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Method of measuring and evaluating consumer response for the development of consumer products

  • US 5,041,972 A
  • Filed: 04/15/1988
  • Issued: 08/20/1991
  • Est. Priority Date: 04/15/1988
  • Status: Expired due to Fees
First Claim
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1. A method for evaluating consumer response comprising:

  • a. conducting interviews of consumers whereby rational, stereotype and personality descriptors of related items are elicited and descriptors, which the interviews indicate are least effective as bases for the consumers to distinguish between the items, are eliminated;

    b. eliciting from consumers evaluations of the extent to which the non-eliminated descriptors are attributable to items;

    c. calculating a discrimination index of the evaluated descriptors whereby the least number of descriptors, which provide the most discrimination between items and which systematically account for the greatest amount of behavioral variance over 70% among the interviewed consumers, are identified as attributes;

    d. eliciting from consumers evaluation of the extent to which attributes are attributable to reference items and to given items for uses associated with the items;

    e. eliciting from consumers evaluations of a degree of preference for given items for uses associated with the given items;

    f. performing an independence factor analysis of the attributes in order to form clusters of related attributes;

    g. creating a multi-dimensional matrix of factors for uses associated with the given items wherein points representing the reference items and the given items are plotted based upon the attribute evaluations associated with the respective item;

    h. determining the effect of a given change in an attribute evaluation for a plurality of consumers for a given item by measuring the relationships among the Euclidean distances between the points representing the items and reference items on the matrix and the degrees of preferences for the given items.

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