The paper summarizes the results of a fundamental research project to understand the perception of high-end products by consumers. The first part consisted of a series of in-depth qualitative interviews with over 75 global leaders of luxury and premium companies, star designers and thought...

Purpose – This paper sets out to explore different approaches to optimizing web sites based on consumer preferences, introducing the most advanced form of landing page optimization, multivariate landing page optimization, and its variations. The approach aims to allow for the testing of a...

Purpose – This paper seeks to explore approaches to consumer‐driven optimization of package design utilizing a novel modified conjoint analysis approach. The approach allows for dynamic creation and testing of a large number of design prototypes with consumers and finds optimal solutions on...

Purpose – This paper aims to summarize the results of an empirical project to understand the perceptions of consumers of the future high end products in the USA. This project was a precursor of a larger global project on the topic. Design/methodology/approach – The approach utilizes the...

Purpose – The purpose of this paper is to gain an understanding of consumer preferences and mind-set regarding the transition to using renewable energy. Design/methodology/approach – The approach taken is an experimental design of messaging (conjoint analysis). Findings – The study...

Purpose – The purpose of this paper is to gain an understanding of consumer preferences and mind‐set regarding the transition to using renewable energy. Design/methodology/approach – The approach taken is an experimental design of messaging (conjoint analysis). Findings – The study...

Purpose – The purpose of this paper is to empirically test the consumer‐centered approach to brand management theorized by Rust, Zeithaml and Lemon in 2004 to assist companies in reducing the depreciation of brand equity. Design/methodology/approach – Brand equity was operationalized in...

Purpose – Innovation cannot come without in‐depth understanding of the product and its consumer perception. This paper aims to show the approach for consumer‐centric re‐development strategy, from design of the experiment to execution, analysis, modeling and strategies for implementation....