Papers: Databasing the shopper's mind: Approaches to a ‘mind genomics’

  • Moskowitz R Moskowitz
  • Hollis Ashman
  • Dorothy Minkus-McKenna
  • Samuel Rabino
  • Jacqueline H Beckley
Paper

Abstract

Using conjoint analysis and self-profiling questionnaires, the authors created a ‘mega’ database to help understand the customer mind with respect to buying behaviour. The database comprises 30 different product categories and the studies comprise data from 3,500 respondents. The database reveals what phrases drive interest in a specific shopping experience and how respondents profile themselves. The combination of methods provides a unique way to create a database about the customer mind, allowing for analyses ranging from communication to store design to segmentation based upon cross-sectional response patterns to both external communications and self-descriptions.

Keywords

Database Marketing Customer Relationship Analytical CRM e-CRM Direct Mail Telemarketing Targeting Segmentation Behavioural Analysis Systems Profiling Campaign Intelligent e-marketing Interactive Market Modelling eCommerce Internet Information Management Research Data Protection 

Copyright information

© Palgrave Macmillan 2006

Authors and Affiliations

  • Moskowitz R Moskowitz
    • 1
  • Hollis Ashman
    • 2
  • Dorothy Minkus-McKenna
    • 3
  • Samuel Rabino
    • 4
  • Jacqueline H Beckley
    • 5
  1. 1.President and CEO, Moskowitz Jacobs Inc.
  2. 2.Chief Strategist, The Understanding & Insight Group
  3. 3.assistant professor at Berkeley College in New York City and White Plains
  4. 4.Professor of Marketing, the Marketing Group at Northeastern University and Lecturer and Researcher, The Master Program in Industrial Management at Universita' Degli Studi Di SienaSienaItaly
  5. 5.Founder and President, The Understanding & Insight Group

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