Rapid, inexpensive, actionable concept generation and optimization: the use and promise of self-authoring conjoint analysis for the food service industry

This paper presents the background thinking, needs identification, technology, and user issues that have led to the creation of a self-authoring system for conjoint measurement appropriate to the food service industry. Self-authoring systems allow the user to create the study, deploy it on the Internet, and collect the data, without the help of a professional researcher or programming expert. The technology uses conjoint measurement, and is embodied in an Internet ASP system (application service provider) called IdeaMap^®.Net. The technology empowers the user to do conjoint analysis studies rapidly and cost-effectively, and to solicit new ideas from the same respondents who participate. This paper demonstrates IdeaMap^®.Net for food service issues, but the applications transcend particular issues and problems, finding applicability in a broad range of topics.