IDDEA

IDDEA

IDDEA (Interactive Discovery & Design by Evolutionary Algorithms) is a quantitative method used in market research. This method involves generating and presenting a number of design alternatives to persons who are participating in the design, selection, or market research exercise.

The participants (referred to as “selectors”) transmit data indicative of their preferences among or between the presented design alternatives, and that data is used to derive a new generation of design alternatives or proposals. The new designs are generated through the use of a computer program exploiting a genetic or evolutionary computational technique. The process is repeated, typically for many iterations or cycles.

This technology is very effective in brand development, product optimization and concept testing. Compared to conjoint analysis (in marketing), IDDEA can search through billions of options and quantifiably identify interaction effects for top performing concepts.

More recently this technology has been used for Optimize-08.com, where a sample of 2000 respondents got to optimize the ideal Presidential Ticket for the 2008 election in the United States.

ee also

* marketing
* new product development
* product positioning
* advertising
* marketing research
* quantitative marketing research

References

* [http://patft.uspto.gov/netacgi/nph-Parser?Sect1=PTO2&Sect2=HITOFF&p=1&u=%2Fnetahtml%2FPTO%2Fsearch-bool.html&r=2&f=G&l=50&co1=AND&d=PTXT&s1=Afeyan.INNM.&OS=IN/Afeyan&RS=IN/Afeyan Method and apparatus for evolutionary design Noubar B. Afeyan et al. Patent number: 7016882. Filing date: Apr 26, 2004. Issue date: Mar 21, 2006]
* [http://www.affinnova.com Affinnova Inc]
* [http://blog.wired.com/27bstroke6/2008/06/firm-that-assis.html Wired Blog Network: McCain-Gates 2008? You Decide]

External sources

* [http://www.forbes.com/free_forbes/2005/0214/078.html Have it your way. Melanie Wells. Forbes]
* [http://www.simson.net/clips/2002/2002.SeaTimes.06-24.Affinnova.htm Technology applies survival of fittest to product evolution. Simson Garfinkel. Seattle Times]


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