"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.
IdeaMap.Net
Selling Blue Elephants
By Howard Moskowitz and Alex Gofman
Moskowitz Jacobs Inc.
What is IdeaMap.Net?
A decision-making tool to understand the mind of the consumer, using experimental design.  
Reveals motivating "hot buttons" for consumers in products and services.
Can be used for testing the impact of messaging, benefits, value propositions, pricing,
competitive intelligence and new product development.
Streamlined self-authoring setup and execution process.  
Generates clear, actionable insight into what specific messages drive consumer behavior
Powerful methodological foundation that runs automatically, without the need for deep
statistical knowledge.
IdeaMap.Net shows the driving power of each concept element, for the total panel, for user-
defined subgroups and for behavioral clusters (i.e. so-called latent).

Advantages of IdeaMap:
Systematic exploration of alternatives
A unique methodology co-developed with Wharton School of Business
Faster than traditional concept research with robust results
Individual regression models
Flexible modeling structure
Self-authored - you are in control
  • Significantly less expensive than focus groups with greater number of respondents
  • "Live" results change as respondents participate
  • Automatic subgroup analysis
  • Automated reporting is clear, robust, actionable


Read more about:

Who Should Use IdeaMap.Net?
 Benefits of IdeaMap.Net
 Methodology

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Welcome to IdeaMap.Net - Fast, Inexpensive, Powerful & Actionable!