Conceptual profiling quantification

For practical purposes, there are two aspects to conceptual profiling fhat need to be considered separately concept description and quantification of degree of conceptual association. 

Case Study 2 - Developing a derived index of fit-to-brand using conceptual profiling with expedited quantification... 

Notwithstanding the practical difficulties experienced in obtaining the conceptual profiles for (unbranded) SMSW liquids, this case study illustrates the speed and efficiency of MMR s Bullseye quantification procedure and the simphcity of using correlation between product and brand conceptual profiles as a derived index of fit-to-brand. 

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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