Conceptual lexicon

The principle underpinning development of a conceptual lexicon is broadly similar to that applied to a sensory lexicon, in that it should be comprehensive enough to fully describe and disaiminate amongst the range of objects being investigated whilst... 

Development of a conceptual lexicon is highly category-spedfic and requires investment of time and resource. However, once developed, and assuming that this has been done thoroughly, the conceptual lexicon becomes an asset that can be applied repeatedly and rapidly without the need for further development. 

By way of example, the conceptual lexicon developed by MMR Research Worldwide for the SMSW category is shown in Fig. 5.2 (emotion and abstract... 

Figure 5.2 Conceptual lexicon (emotion and abstract terms only) for the single malt Scotch...

An application of this conceptual lexicon, as used to obtain a derived index of fit-to-brand for two branded SMSW products, is presented as a case study later in this chapter. 

It is our view that 2-way BWS, using a bespoke, category-specific conceptual lexicon, is the most sensitive and precise tool available currently for conceptual profiling and, given the option, we would choose this approach in preference to all others in most circumstances. 

Figure 53 MMR s General Conceptual Lexicon . MMR Research Worldwide.

This case study demonstrates MMR s General Conceptual Lexicon (Fig. 5.3). It is used in conjunction with 2-way B WS (our preferred quantification tool) rather than Bullseye (our expedited quantification tool) simply because there is no real time or cost saving when less than four objects are profiled. 

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