| "The technique cuts through the difference between what customers say and what they do" THE WALL STREET JOURNAL |
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© 2007. Moskowitz and Gofman. All rights reserved.
Why to use Ideamap.NET?
Selling Blue Elephants
By Howard Moskowitz and Alex Gofman
By Howard Moskowitz and Alex Gofman
| Moskowitz Jacobs Inc. |
Who Should Use IdeaMap.Net?
IdeaMap.Net is ideally suited for the users who need to identify, quickly and inexpensively, the most
compelling set of features or messages from a large array of possibilities for new (or existing)
products or services:
Benefits of IdeaMap.Net:
Methodology:
IdeaMap.Net is ideally suited for the users who need to identify, quickly and inexpensively, the most
compelling set of features or messages from a large array of possibilities for new (or existing)
products or services:
 | Strong messaging development and product positioning | |
| New Product concepts, value proposition testing, rewards and benefits | |
| Service ideas | |
| Graphical layouts for magazine covers, packages, direct mail offers (using StyleMap version) | |
| Competitive intelligence | |
| Synthesize new product by mixing / matching components from different product categories. |
Benefits of IdeaMap.Net:
| Actionable, tactical solutions |
- Know what to say!
- Know how to say it!
- Know to whom to say it!
| Speed |
- Quicker than traditional methods
- Execute multiple iterations to get it right in a week - not in months.
| Efficient |
- Real-time results - see results change as respondents participate
- User friendly – no need for an advance degree in statistics needed or expected.
- Data downloads within hours.
| Easy to use |
- Self-authoring at your pace and schedule
- Work with multiple internal and external panel sources for the same study
- Full training materials and technical support provided.
| Privacy |
- Maintain complete participant privacy
- We never see respondent-specific information unless voluntarily provided by you.
| Overcomes Field Limitations |
- Increases participation rate with hard-to-reach respondents
- Web-based surveys allow you to work around the world - from anywhere.
- Run studies and view total sample results anytime to see your progress.
| Immediate Answers for Decision-Making |
- Shows you immediately which elements work and which don’t work.
- Make trade-off analyses by substituting components to assess their effect
- Behavioral Clusters (not pre-defined) allow you to understand your product, category
and the competitive landscape in a more complete way than ever before. - IdeaMap provides a nearly full strategy analysis in a single tactical study.
- Your elements can be rational, emotional, text or graphics.
| Changes Your World of Knowledge at More Competitive Prices |
- Focus groups are accepted as the "low priced option."
- For the price of a focus group you can test more ideas with hundreds of people
- No travel expenses – Ideamap.NET uses Web-based interviews
Methodology:
| Utilizes a stimulus-response approach | |
| Partial / Full-Profile Products/Messages | |
| Selection of many experimental designs | |
| Unique set of concepts for each respondent | |
| Ordinary Least Squares regression produces intuitively clear, absolute utility values | |
| No hidden weighting factors or statistical short cuts are used. | |
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| Purchase: |
