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Sequencing the genome of the customer mind by RDE and intervention testing
Moskowitz, Howard R. Gofman, Alex Lieberman, Linda Ettinger Ray, Ipshita
Moskowitz, Howard R.
Gofman, Alex
Lieberman, Linda Ettinger
Ray, Ipshita
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n10574.pdf
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Abstract
This paper presents a new approach to 1:1 marketing allowing for the creation of individual communications with heterogeneous customers. It utilizes Rule Developing Experimentation (RDE, a modified conjoint analysis-based approach) to create a database of messages specific to the product and to segment consumers based on the patterns of individual utilities assigned to the different test elements. The paper introduces a new approach to identify a small subset of classification messages that allows for an actionable and parsimonious classification of any new population into pattern-based segments to achieve better targeting. When this approach is used with a connected set of products, and a large number of foundational studies run, the result is the possibility of sequencing the ‘genome of the mind’
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2011-01
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With permission of the license/copyright holder