6. Identify What Works by Letting the Competition Do the Work

  1. Howard R. Moskowitz Ph.D. President Founder1,
  2. Michele Reisner Vice President of Research1,
  3. John Ben Lawlor Ph.D.2 and
  4. Rosires Deliza Ph.D. Senior Research Scientist3

Published Online: 28 SEP 2009

DOI: 10.1002/9781444319330.ch6

Packaging Research in Food Product Design and Development

Packaging Research in Food Product Design and Development

How to Cite

Moskowitz, H. R., Reisner, M., Lawlor, J. B. and Deliza, R. (2009) Identify What Works by Letting the Competition Do the Work, in Packaging Research in Food Product Design and Development, Wiley-Blackwell, Oxford, UK. doi: 10.1002/9781444319330.ch6

Author Information

  1. 1

    Moskowitz Jacobs Inc., 1025 Westchester Avenue, 4th Floor, White Plains, New York 10604 USA

  2. 2

    GlaxoSmithKline, Nutritional Healthcare, Coleford, GL16 8JB, UK

  3. 3

    Embrapa Food Technology, Av. Das Americas, 29.501-Guardaratiba, 23022-470 Rio de Janeiro, RJ-Brazil

Publication History

  1. Published Online: 28 SEP 2009
  2. Published Print: 7 SEP 2009

ISBN Information

Print ISBN: 9780813812229

Online ISBN: 9781444319330

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Keywords:

  • category appraisal—using competitor features as guides;
  • margarine packages - perceptions and rating packages on sensory and image characteristics;
  • relations between variables;
  • package designer and working with information;
  • deconstruction and content analysis - deconstructing product set into physical variables;
  • content analysis and up-front work;
  • letting stepwise multiple regression analysis;
  • reading results of modeling;
  • additive constant corresponding to expected value of rating;
  • competitive frame of packages

Summary

This chapter contains sections titled:

  • Introduction

  • Category Appraisal—Using the Competitor Features as Guides

  • So, Where Do We Now Travel on Our Voyage of Discovery?

  • Deconstruction and Content Analysis

  • Letting Stepwise Multiple Regression Analysis “Automatically” Uncover “What's Working”

  • What Variables Do We Select, and Why Can't We Use All the Elements as Predictors?

  • A Better, Broader Picture—Changing Reference Features and Using the Models

  • Summing Up

  • References

  • Further Reading