Using Mind-Set Information About Health, Pleasure and Function to Understand Consumer Choices in Bottled Water

Andrea Maier1, Howard R. Moskowitz*, 2, Jacqueline Beckley3, Hollis Ashman3
1 FCI - Food Consumer Interaction Department, Nestlé Research Center, PO Box.44, CH-1000 Lausanne 26, Switzerland
2 Moskowitz Jacobs Inc., 1025 Westchester Ave., 4th fl, White Plains, NY, 10604, USA
3 The Insight and Understanding Group, Denville, New Jersey, USA

© 2009 Maier et al.;

open-access license: This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International Public License (CC-BY 4.0), a copy of which is available at: This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

* Address correspondence to this author at the Moskowitz Jacobs Inc., 1025 Westchester Ave., 4th fl, White Plains, NY, 10604, USA; Tel: 914-421-7400; Fax: 914-428-8364; E-mail:


Purpose: The objective of this paper is to demonstrate that databases of consumer mind-sets, created by experimental design, can be combined and analyzed to identify new product opportunities for foods and beverages.

Methodology/Approach: This paper analyzes responses to test concepts about bottled water from five different mind-set databases (Crave It! 2001 for adults, teens; Drink It! 2002 and 2004; Healthy You! 2003), each focusing on a different aspect of food/drink, but each containing a study about bottled water. The databases combine conjoint analysis with extensive classification, which generate parallax views about bottled water from different vantage points.

Practical Implications: Based upon strong performance of specific elements across databases for different end-uses, the analyses suggest that a market exists for bottled water containing strong health benefits, as well as a strong opportunity for functional bottled water specifically targeting younger consumers.

Originality: The paper presents a unique new approach to understanding the mind-set of consumers by combining information from concept databases.

Keywords: Concept database, consumer, conjoint analysis, segmentation, water.