FOUNDING A NEW SCIENCE: MIND GENOMICS

HOWARD R. MOSKOWITZ · Alex Gofman · Hollis Ashman

158 citations0/0 files storedJournal of Sensory Studies

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Color perception and design Sensory Analysis and Statistical Methods Cognitive and psychological constructs research

Abstract

ABSTRACT We present in this article our vision for a new science, modeled on the emerging science of genomics and the technology of informatics. Our goal in this new science is to better understand how people react to ideas in a formal and structured way, using the principles of stimulus–response (from experimental psychology), conjoint analysis (from consumer research and statistics), Internet‐based testing (from marketing research) and multiple tests to identify patterns of mind‐sets (patterned after genomics). We show how this formal approach can then be used to construct new, innovative ideas in business. We demonstrate the approach using the development of new ideas for an electronic color palette for cosmetic products to be used by consumers.

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References

1979Statistics for Experimenters 1978Conjoint Analysis in Consumer Research: Issues and Outlook 1964Simultaneous conjoint measurement: A new type of fundamental measurement 1963Handbook Of Mathematical Psychology 2004Flawed Self-Assessment 2001Winning at new products : accelerating the process from idea to launch 1971Conjoint Measurement for Quantifying Judgmental Data 1975Psychographics: A Critical Review

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