FOUNDING A NEW SCIENCE: MIND GENOMICS |
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| Authors: | HOWARD R MOSKOWITZ ALEX GOFMAN JACQUELINE BECKLEY HOLLIS ASHMAN |
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| Institution: | Moskowitz Jacobs, Inc. 1025 Westchester Ave. White Plains, New York, NY 10604; The Insight &Understanding Group Denville, NJ |
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| 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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