Technical Papers & Speeches

Below are 17 papers and talks (about 20 more to come!) we and our employees have given over the last forty years. We've also included papers presented by our clients in which they discuss work we have done for them. The four categories below are neither exhaustive nor mutually exclusive. Subject matter is usually more important, and interesting, than methodology and determined where certain papers have been placed.

There are some papers we're still searching for. Their titles are NOT italicized and there is no hyperlink. If you find one, please email

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Public Policy and Politics

The Application of MECCAS to Advertising Strategy Development for the 1984 Reagan-Bush Presidential Campaign - Bahner & Fiedler (1985) - Discusses the application of Laddering techniques in the development of the advertising strategy for the 1984 Reagan-Bush presidential campaign. "MECCAS" is an acronym for the Means-End Conceptualization of the Components of Advertising Strategy.

Chicago Tribune: May 11,1985

Front page of the Chicago Tribune, May 11, 1985.
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to enlarge.

Public Report of the Vice President's Task Force on Combating Terrorism Pages 17-18 - (1985) - In 1985, we were commissioned to conduct as series of focused group interviews across the nation. For two hours we shared the results in a White House presentation to fourteen senior government leaders. The findings are summarized in this public report. Six months later, the Chicago Tribune, on Sunday, May 11, 1986, in a front page story about the bombing of Libya reported: "...106 people told Populus that the American public was finally ready to support, even enthusiastically, military retaliation against terrorism. "Whether the poll directed President Reagan in his actions, or simply reassured him may never be known, but four months later, he would order and attack remarkably along the lines of what the survey said the people wanted." Both the full article and a side bar describing the survey in detail are available by clicking on the previous links.

Comparing Perceptual Mapping and Conjoint Analysis: The Political Landscape - Huber & Fiedler (1996) - Choosing between conjoint analysis and perceptual mapping may appear to many to be trivial, a classic no-brainer. It is like the choice in a world championship between the LA Rams and the New York Mets. This issuse investigated: what type of choice model is appropriate for predicting voters' choice of a presidential candidate? (© 1996. Sawtooth Software, Inc. Used with Permission).

Perceptual Mapping & Campaign 2000 - Fiedler & Maxwell (2000) - John and Bob apply the Twelve Americans segmentation scheme to voters' perceptions of candidates during the early primaries. We predicted Gore likely to win the popular vote and he did! (© 2000. Sawtooth Software, Inc. Used with Permission).

Jury Awards in Idaho - Fiedler, Holzer & Storer (2003) - Investigates the likelihood of Idaho juries awarding large punitive damages. "People who think there are runaway verdicts in Idaho are badly mistaken."

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Conjoint Measurement and Product Optimization

Condominium Pricing and Design - Fiedler (1972) - This may have been the first public paper reporting a client study, which utilized conjoint measurement. No one uses trade-off matrices for data collection any more. Nonetheless, the paper describes in most simple terms, the basics of conjoint analysis. Thanks to Rich Johnson for his help and support in this paper and which has continued over the last forty years.

Conjoint Predictions: 15 Years Later - Fiedler (1987) - Fiedler revisits the condos on the New Jersey Palisades and interviews current owners and examines tax records to determine the validity of his 1972 paper. The results were not as positive as many proponents of Conjoint Analysis had hoped. (© 1987. Sawtooth Software, Inc. Used with Permission).

The Effectiveness of Alternative Elicitation Procedures in Predicting Choice - Huber, Wittink, Fiedler, and Miller (1993) - The central finding of this experiment is that hybrid models combining information from different preferece elicitation tasks conisistently outperform models based on one task. (© 1993. Journal of Marketing Research).

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Market Structure and Segmentation

Predicting Brand Equity: Using Discriminant Analysis-Based Perceptual Mapping - Fiedler (1990) - Perceptual Mapping is utilized to measure the extent to which the benefits associated with a brand's core franchise can be transferred to line extensions and other new procduct opportunities.

Market Figmentation - Fiedler & McDonald (1993) - There has been much discussion regarding choice of variables to be used in clustering. Many practitioners simply take an entire battery of individual items and -throw them all into the pot. Others, perhaps more thoughtfully, first transform the data to principal component or factor scores. Still others use subsets of individual items, one subset chosen to represent each factor or principal component. This paper examines the relative effectiveness of those three approaches to the selection of variables for clustering.

A Comparison of Correspondence Analysis and Discriminant Analysis-Based Maps - Fiedler (1996) - This study compares the abilities of DA and CA to recover the true structure of data, using an easy-to-understand data set featuring 20 U.S. cities as "products," and 16 compass directions as "attributes." A data set was constructed using Monte Carlo methods, similar to what respondents might produce by fallibly rating each city of each direction. The simulated individual respondent data were subjected to DA and CA to attempt to recover the relations among cities, and relations between cities and directions. Although both techniques reproduced recognizable maps under all circumstances, DA always reproduced the true configuration much more accurately. We conclude that CA is indeed easier and less demanding, but that DA does a better job when adequate data are available.

Current Practices in Perceputal Mapping - Fiedler & Wittenschlaeger (1997) - This paper uses data from a proprietary Hughes survey to demonstrate the principles, which underlie current pactices in perceptual mapping using discriminant analysis-based maps. The paper discusses advantages of using discriminant analysis in creating perceptual maps, criteria for select brands and products for respondents to evaluate, and principles for optimizing a perceptual space. SPSS syntax is appended to the paper. However the method of stacking the data is outdated to the subsequent introduction of the VARSTOCASES command. (© 1997. Sawtooth Software, Inc. Used with Permission).

John Fiedler's Measure of "Cluster Integrity" - Summary & Comment - Johnson (2006) - Is cluster analysis art or science? That was our question to the attendees at the 2006 Sawtooth Software Conference. Cluster analysis procedures always finds clusters whether delineation exists or not. The question becomes how to quantify the delineation between clusters and justify their existence. The paper proposes a measure of Cluster Integrity. (© 2006. Sawtooth Software, Inc. Used with Permission).

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Advertising & Communications Strategy / Market Research

John Fiedler Delivering Integration Paper

Fiedler Delivering "Integration Paper," May 19, 1976.
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to enlarge.

The Integration of Research and Creativity - Fiedler (1976) - The paper was presented at the 25th World Congress of the International Advertising Association. It's a series short case histories reporting how research inspired or contributed to advertising campaigns around the world. Advertising Age like the paper in general but they loved the "Nine Rules of Research" (pages 5 & 6) and reprinted them in full.

Print: The Message, the Medium, the Environment - Fiedler & Hixon (1978) - Carl Hixon, then Leo Burnett's Executive Creative Director, and Fiedler explore the print medium from the perspective of the writer and the reader, the creative and the scientific. And accidentally, they encountered the "mystical."

Copying with Change - Fiedler (1980) - This paper, delivered to the North American Society for Corporate Planning, begins with an anecdote the truth of which Fiedler's children have long denied. His response: "If it isn't true, it should be true."

Issues in Communications: Validation of Creative Strategy - Fiedler (1982) - The was the result of Fiedler's depth interviews with the leadership of major packaged goods companies and senior creative and account management staff at a number of NY advertising agencies.

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