Moskowitz Jacobs Inc.

White Plains, NY, United States

Moskowitz Jacobs Inc.

White Plains, NY, United States
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Boquin M.M.,University of Illinois at Urbana - Champaign | Moskowitz H.R.,Moskowitz Jacobs Inc. | Donovan S.M.,University of Illinois at Urbana - Champaign | Lee S.-Y.,University of Illinois at Urbana - Champaign
Journal of Sensory Studies | Year: 2014

Picky eating is a challenging mealtime behavior prevalent during the toddler years. An operational definition of picky eating does not exist in the scientific literature, which makes it difficult to consistently quantify the degree of picky eating. Yet, those who talk about picky eating, especially mothers, "know it when they see it, or when it is described." This study used focus groups and conjoint analysis in a novel approach to investigate the perceptions of picky eating. Four categories were developed from three focus groups (N=19): "before mealtime behaviors," "during mealtime behaviors," "general mealtime preferences" and "food sensory-dependent preferences." The focus groups were followed by a conjoint analysis study which revealed four segments: "The Sensory Dependent" (n=72), "The General Perfectionists" (n=159), "The Behavioral Responders" (n=54) and "The Preferential Eaters" (n=74). The segments differed in the specific elements driving the description of a child considered a picky eater. The study develops a classification method to define picky eaters, and suggests innovative interventions for each of the four segments of picky eating. © 2014 Wiley Periodicals, Inc.

Chung H.S.,University of Illinois at Urbana - Champaign | Hong H.-D.,Korea Food Research Institute | Kim K.,Korea Food Research Institute | Cho C.-W.,Korea Food Research Institute | And 2 more authors.
Journal of Sensory Studies | Year: 2011

Ginseng food products in the U.S.A. have mostly been limited to beverages despite the growth of functional foods market. The objectives of the study were to: (1) probe consumer attitudes and expectations of ginseng food products in the U.S.A., and (2) identify ginseng food product concept(s) that possess market potential in the U.S.A. Focus group panel (n=14) experienced limited types of ginseng food products from the Asian market and suggested that new ginseng food products be developed on the basis of preexisting product types in the U.S.A. Conjoint analysis (n=400) was performed with four categories and five elements from each category, which were generated based on findings from preceding focus groups. Participants had a low level of initial interest in ginseng food products. "Sweetness" and "ginseng chocolate" had the highest utility values. Findings suggested that the original ginseng flavors, including bitterness and earthiness, be minimized in order to establish potential for success in the U.S. market. PRACTICAL APPLICATIONS: This present work demonstrates consumers' insights and expectations of ginseng food products as well as ginseng food product concepts that drive consumers' interests, which have not been extensively researched in the U.S.A. Moreover, findings from the study demonstrate U.S. consumers' knowledge and insights of ginseng and its health effects. These will help food manufacturers understand the consumers who are latent in purchasing ginseng food products in the market and develop ginseng food products that will ensure their success in the U.S. market. Segmentation of consumers based on the pattern of their responses to the concept elements will be beneficial for food-marketing experts to establish marketing strategies. New ginseng food products where the findings from the study are applied are expected to increase consumers' intent to purchase the products, which have been known as containing numerous bioactive compounds. © 2011 Wiley Periodicals, Inc.

Colquhoun T.A.,University of Florida | Levin L.A.,University of Florida | Moskowitz H.R.,Moskowitz Jacobs Inc. | Whitaker V.M.,University of Florida | And 2 more authors.
Journal of Berry Research | Year: 2012

While hands-on, focus-group-based testing may be used to measure consumer preference, other computationally-based methods have also proven effective in testing opinions and sentiment toward a product. The IdeaMap® approach presents online, human subjects with a suite of attributes that define a given product. The subjects rate the product as these attributes change in various combinations. Upon analysis, individual attributes of the product, identified as consistently favorable or unfavorable, become apparent. In applying this methodology to strawberries, three-hundred and six subjects representing a broad cross-section of demographics from the United States were surveyed. The subjects rated perceived strawberry fruits based on appearance, texture, health benefits, flavor, point of purchase, and how they were consumed. Results from these experiments define the individual elements of a strawberry that contribute to or detract from an 'ideal' strawberry experience. Furthermore, the results of this study indicate that sweetness and complex flavors are the most important attributes, while perceived health benefits had little influence on consumer preference. The point of purchase can have a strong positive or negative effect, depending on the demographic fraction. Additional analysis of these results illustrate that there is not a single, perfect strawberry. Specific likes, dislikes and preferences change with ethnicity, age, gender, urban or suburban location, education and marital status. The results from this study can help shape breeding priorities as well as provide important guidance for marketing to specific demographics in the interest of increasing strawberry consumption. © 2012 - IOS Press and the authors. All rights reserved.

Tieman D.,University of Florida | Bliss P.,University of Florida | McIntyre L.M.,University of Florida | Blandon-Ubeda A.,University of Florida | And 15 more authors.
Current Biology | Year: 2012

Although human perception of food flavors involves integration of multiple sensory inputs, the most salient sensations are taste and olfaction [1]. Ortho- and retronasal olfaction are particularly crucial to flavor because they provide the qualitative diversity so important to identify safe versus dangerous foods [2]. Historically, flavor research has prioritized aroma volatiles present at levels exceeding the orthonasally measured odor threshold [3], ignoring the variation in the rate at which odor intensities grow above threshold. Furthermore, the chemical composition of a food in itself tells us very little about whether or not that food will be liked. Clearly, alternative approaches are needed to elucidate flavor chemistry. Here we use targeted metabolomics and natural variation in flavor-associated sugars, acids, and aroma volatiles to evaluate the chemistry of tomato fruits, creating a predictive and testable model of liking. This nontraditional approach provides novel insights into flavor chemistry, the interactions between taste and retronasal olfaction, and a paradigm for enhancing liking of natural products. Some of the most abundant volatiles do not contribute to consumer liking, whereas other less abundant ones do. Aroma volatiles make contributions to perceived sweetness independent of sugar concentration, suggesting a novel way to increase perception of sweetness without adding sugar. © 2012 Elsevier Ltd.

Moskowitz H.R.,Moskowitz Jacobs Inc. | Saguy I.S.,Hebrew University of Jerusalem
Critical Reviews in Food Science and Nutrition | Year: 2013

Consumer research (CR) has played a key role in the food and beverage industry. Emerging from laboratory product-tests, it has evolved into a corporate testing service that measures the consumer reactions to products/concepts using a wide range of analyses/metrics. We propose that CR transform itself in light of accelerated knowledge expansion, mounting global, and local economic pressure on corporations and changing consumer needs. The transformation moves from its traditional testing into creating profoundly new knowledge of the product and understanding of the corporation's current and future customers. CR's tasks will involve: contributing/expanding science, applying open innovation principles, and driving consumer-centric innovation. We identify seven paradigm shifts that will change CR, namely: a different way of working-from testing to open sourcing; from good corporate citizen to change leader; open new product development (NPD) process; new management roles/cultures; universities and industry, new education curricula, and cooperation; from battle over control to sustainable sharing is winning model (SiW); and the central role of design. This integrative, innovative CR requires the implementation of three recommendations: start the change process now, fine-tune along the way; create a new marketing/CR department; and educate and professionalize. These recommendations provide the blueprint for jump-starting the process and call for immediate actions to deal with the severity of the crises facing the CR profession. © 2013 Copyright Taylor and Francis Group, LLC.

Gofman A.,Moskowitz Jacobs Inc. | Moskowitz H.,Moskowitz Jacobs Inc.
Journal of Sensory Studies | Year: 2010

This paper deals with experimental designs used in conjoint analysis. The described approach permutes the structure of the underlying fractional experimental design to make different sets of combinations. The resulting experimental designs, suggested to be called Isomorphic Permuted Experimental Designs (IPED), are statistically equivalent to each other while combining diverse sets of the variables and levels into different designs. By facilitating distinctive individual designs (for each respondent), IPEDs reduce a bias caused by some possibly unusually strong performing combinations, and allow detection and estimation of interactions among variables, as well as identification of pattern-based segments emerging from individual models of utilities. This paper examines the theoretical foundation of the approach, formalizes the methodology for algorithmic implementation and shows a practical example of utilization. Practical applications: Isomorphic Permuted Experimental Design (IPED) allows for overcoming multiple interlinked statistical problems that affect the traditional conjoint analysis approaches, thus leading to more reliable and targeted results in practice. IPED facilitates individual respondents' models based on unique designs, thus allowing for pattern-based segmentation. The approach also allows for the detection of any and all interactions between the elements (features) of the experiments, thus increasing the reliability of conjoint analysis results. It has been utilized in many practical applications, such as for message optimization, early stage new product development, advertising, package and website optimization. © 2009, The Author(s). Journal compilation © 2009, Wiley Periodicals, Inc.

Drewnowski A.,University of Washington | Moskowitz H.,Moskowitz Jacobs Inc. | Reisner M.,Moskowitz Jacobs Inc. | Krieger B.,Moskowitz Jacobs Inc.
Public Health Nutrition | Year: 2010

Objective The US Food and Drug Administration (FDA) proposes to establish standardized and mandatory criteria upon which front-of-pack (FOP) nutrition labelling must be based. The present study aimed to estimate the relative contribution of declared amounts of different nutrients to the perception of the overall healthfulness of foods by the consumer.Design Protein, fibre, vitamin A, vitamin C, calcium and iron were nutrients to encourage. Total fat, saturated fat, cholesterol, total and added sugar, and sodium were the nutrients to limit. Two content claims per nutrient used the FDA-approved language. An online consumer panel (n 320) exposed to multiple messages (n 48) rated the healthfulness of each hypothetical food product. Utility functions were constructed using conjoint analysis, based on multiple logistic regression and maximum likelihood estimation.Results Consumer perception of healthfulness was most strongly driven by the declared presence of protein, fibre, calcium and vitamin C and by the declared total absence of saturated fat and sodium. For this adult panel, total and added sugar had lower utilities and contributed less to the perception of healthfulness. There were major differences between women and men.Conclusions Conjoint analysis can lead to a better understanding of how consumers process information about the full nutrition profile of a product, and is a powerful tool for the testing of nutrient content claims. Such studies can help the FDA develop science-based criteria for nutrient profiling that underlies FOP and shelf labelling. © 2010 The Authors.

The paper introduces the empirical science of 'mind genomics', whose objective is to understand the dimensions of ordinary, everyday experience, identify mind-set segments of people who value different aspects of that everyday experience, and then assign a new person to a mind-set by a statistically appropriate procedure. By studying different experiences using experimental design of ideas, 'mind genomics' constructs an empirical, inductive science of perception and experience, layer by layer. The ultimate objective of 'mind genomics' is a large-scale science of experience created using induction, with the science based upon emergent commonalities across many different types of daily experience. The particular topic investigated in the paper is the experience of healthful snacks, what makes a person 'want' them, and the dollar value of different sensory aspects of the healthful snack. © 2012 Elsevier Inc.

Saulo A.A.,University of Hawaii at Manoa | Moskowitz H.R.,Moskowitz Jacobs Inc.
Food Quality and Preference | Year: 2011

Knowing the specific characteristics which trigger a strong sense of safe versus unsafe allows risk communicators to reach consumers effectively with targeted messages. Using experimental design of ideas and conjoint measurement, we assessed consumer interest in and perceived safety of food characteristics that consumers think to be important when they make a purchase decision. The study identified the specific characteristics and the associated phrasing. The data generate a database by which we understand the perceptions of risk. In turn the database shows how these risk perceptions vary by conventional subgroups (age, gender, ethnicity), and by different mind-sets that exist in the population. The results combine insights about acceptance with insights about safety, answering questions that could not have been previously addressed in this efficient, quantitative way. The study is the first in a series designed to create a large-scale database of safety for food, beverage, and eating situation, based on the perceptions of consumers. The study opens up a new area for consumer understanding dealing with the perception of intangible topics including safety, compliance, and 'good-for-you'. © 2011.

Campbell B.L.,Vineland Research and Innovation Center | Lesschaeve I.,Vineland Research and Innovation Center | Bowen A.J.,Vineland Research and Innovation Center | Onufrey S.R.,Onufrey Group LLC | Moskowitz H.,Moskowitz Jacobs Inc.
HortScience | Year: 2010

In recent years, the new trend for local and organic produce has transformed the landscape of fruit and vegetable purchasing. To this effect, "local" and "organic" logos have become the norm in many retail outlets. To examine the effects of different "local" and "organic" logos on Canadian consumers, a consumer survey was used to identify preferences for various external attributes and to identify consumer segments within the buyers of both local and organic purchasers. Our results indicate that the "Foodland Ontario" logo has the largest effect on likelihood of purchase and also increases willingness to pay within the overall sample. Furthermore, there are gender, region, and income differences associated with the likelihood of purchase and willingness to pay given various logos. Through this study, three consumer segments were identified, "Confident in Produce Produced in Ontario," "In Organic We Trust," and "Socially Responsible Locavores," each of which has their own preferences for external characteristics.

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