This chapter presents our vision for a new science, modeled on the emerging
science of genomics and the technology of informatics. Our goal in this new science is
to better understand how people react to ideas in a formal and structured way, using the
principles of stimulus–response (from experimental psychology), conjoint analysis
(from consumer research and statistics), Internet-based testing (from marketing
research) and multiple tests to identify patterns of mind-sets (patterned after genomics).
We show how this formal approach constructs new, innovative ideas in business. We
demonstrate the approach using the development of new ideas for an electronic color
palette for cosmetic products that are to be used by consumers.
Keywords: Conjoint analysis, consumer research, structured experimentation
with consumers.
