IDDEA
Encyclopedia
IDDEA is a quantitative method
used in market research. This method involves generating and presenting a number of design alternatives to persons who are participating in the design, selection, or market research exercise.
The participants (referred to as “selectors”) transmit data indicative of their preferences among or between the presented design alternatives, and that data is used to derive a new generation of design alternatives or proposals. The new designs are generated through the use of a computer program exploiting a genetic or evolutionary computational technique. The process is repeated, typically for many iterations or cycles.
This technology is very effective in brand development, product optimization and concept testing. Compared to conjoint analysis (in marketing)
, IDDEA can search through billions of options and quantifiably identify interaction effects for top performing concepts.
More recently this technology has been used for Optimize-08.com, where a sample of 2000 respondents got to optimize the ideal Presidential Ticket for the 2008 election in the United States.
Quantitative marketing research
Quantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying...
used in market research. This method involves generating and presenting a number of design alternatives to persons who are participating in the design, selection, or market research exercise.
The participants (referred to as “selectors”) transmit data indicative of their preferences among or between the presented design alternatives, and that data is used to derive a new generation of design alternatives or proposals. The new designs are generated through the use of a computer program exploiting a genetic or evolutionary computational technique. The process is repeated, typically for many iterations or cycles.
This technology is very effective in brand development, product optimization and concept testing. Compared to conjoint analysis (in marketing)
Conjoint analysis (in marketing)
Conjoint analysis is a statistical technique used in market research to determine how people value different features that make up an individual product or service....
, IDDEA can search through billions of options and quantifiably identify interaction effects for top performing concepts.
More recently this technology has been used for Optimize-08.com, where a sample of 2000 respondents got to optimize the ideal Presidential Ticket for the 2008 election in the United States.
See also
- marketingMarketingMarketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
- new product developmentNew product developmentIn business and engineering, new product development is the term used to describe the complete process of bringing a new product to market. A product is a set of benefits offered for exchange and can be tangible or intangible...
- product positioningPositioning (marketing)In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization....
- advertisingAdvertisingAdvertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
- marketing researchMarketing researchMarketing research is "the function that links the consumer, customer, and public to the marketer through information — information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve...
- quantitative marketing researchQuantitative marketing researchQuantitative marketing research is the application of quantitative research techniques to the field of marketing. It has roots in both the positivist view of the world, and the modern marketing viewpoint that marketing is an interactive process in which both the buyer and seller reach a satisfying...