Post on 22-Jun-2020
1
ThiseBookwillprovideadetailedexplanationof differentconjointmethodsandhowyoucanbestapplythemtoleadtostrong,data-drivendecisions.
Overview
Conjoint Analysis
AN IN-DEPTH UNDERSTANDING OF CONJOINT ANALYSIS AND ITS APPLICATIONS
It’s Not Just for Products Anymore
Contact KenDonaven,DirectoratTheMartecGroupE.ken.donaven@martecgroup.comP.248.327.8021C.248-770-3640www.martecgroup.com
THE MARTEC GROUPExtraordinary. Intelligence.
22
FOREWORD
Who We Are
TheMartecGroupisaglobalmarketresearchfirmheadquarteredinDetroit,Michigan.Withover35yearsofexperience,Marteciswell-equippedtoprovideactionableintelligencetoleadingcompaniesworldwide.
ThepeopleofMartecallshareonetrait:we’remotivatedtoworkharderandbetterthanthecompetition.Weareunshakeablebelieversinexcellence,anddon’trestuntilourclientsareconfident they’rethesmartestonesintheroom.
Learnmoreaboutusonourwebsite.
33
INTRODUCTION
Althoughitmaybeclichétostartwithastatementlike“throughoutthehistoryofcommerce,”inthiscasesuchagrandiose,all-encompassingstatementmaybejustified.Essentiallysincetheinventionofthewheel,productmanufacturershaveasked,“whatmakesmyproductvaluableandsetsitapartfromthecompetition?”and“howcanImaximizethevalue,priceandprofitformyproduct?”Manufacturersknowalltoowellthattherightfeatures– orcombinationoffeatures– canmakethedifferencebetweenahugesuccessandanunmitigatedfailure.However,determiningwhatbuyerswantandeffectivelymarketingthosedifferentiatingfeaturesisoftenchallenging.
Conjointanalysisisapowerfultoolandcanbeusedtoquantifyseveralmetrics,includingproduct/featurevalue,trade-offscustomersarewillingtomake,and(insomecases)priceelasticityforaproduct,featureorbrand.Gonearethedaysofguessingwhatcustomerswantoraskingyoursalespeoplewhattheythink yourcustomerswanttobuy.Manufacturerscannowunderstand,earlyintheproductdevelopmentcycle,whatcustomersvalueandwhattheyarewillingtopayforspecificfeatures…withoutinvestingmillionsinapotentialflop.
ThiseBookwillexplorethedifferencesinvariousconjointmethodologies,presentcasestudies,andoffersomebestpracticestohelpyoudeterminewhichconjointisthebestmethodologyforyourproject.
4
TABLE OF CONTENTS Conjoint Analysis
1
2
3
4
5
Conjoint Introduction
CBC In-Depth
ACBC In-Depth
MaxDiff In-Depth
Key Success Factors
3
TABLE OF CONTENTS Conjoint Analysis
1
2
3
4
5
Conjoint Introduction
CBC In-Depth
ACBC In-Depth
MaxDiff In-Depth
Key Success Factors
5
TABLE OF CONTENTS Conjoint Analysis
1
2
3
4
5
Conjoint Introduction
CBC In-Depth
ACBC In-Depth
MaxDiff In-Depth
Key Success Factors
66
Conjoint IntroductionWhat is conjoint analysis?
“Inthebeginning,”conjointwasusedalmostexclusivelyforproductresearch;fewotherapplications/objectiveswereappropriateforconjoint.
Essentially,aproductwasbrokendownintoattributesandcustomerswereaskedtotrade-offbetweenthoseparts.Thisallowedresearcherstounderstandwhichattributesdrovecustomerpreferenceforaselectproduct.
Today,conjointcanbeusedformuchmorethanjustproductresearch.Itisatoolthatresearchersusetounderstandpricingandpriceelasticity.Itisusedforproductdevelopmentbyallowingresearcherstounderstandhowanewproductmaydisruptamarket.Itisusedtoprioritizevariousproductfeatures,brandsorservicestohelpcompaniesbetterunderstandwhat“movestheneedle”andwhichmarketingmessageswillmostresonatewithcustomers.
Product Choice
Brand
ColorSize
AdvertisingPrice
Choice Model
77
Conjointhasevolvedsignificantlysinceitsintroductioninthe1970s.
Card Sort Whenconjointwasfirstdeveloped,itwasbasedona“cardsort”platformthatrequiredin-personinterviewswiththerespondentbase.Theresearcherwouldaskrespondentstoliterallysortcards,withvariousproductconfigurations,frombesttoworst.Thecardsortwasthentabulatedandusedtounderstandcustomerpreferencesandwhichattributesimpactedcustomerpreferences.
Adaptive Conjoint Analysis (ACA)Inthe1980s,AdaptiveConjointAnalysis(ACA)wasdevelopedasacomputer-basedprogramthatadaptedtorespondentanswers.Untiltheearly2000s,ACAwasexecutedthroughacumbersomeandcostlyphone-mail-phonemethodology.Respondentswererecruitedviaphone,mailedafloppydiskwiththeACAprogramandthenphonedagain...eithertotalktherespondentthroughtheexerciseortoremindthemtocompleteit.
Choice-Based Conjoint (CBC)Inthe1990s,Choice-BasedConjoint(CBC)wasintroduced.CBCisasimplified,non-adaptivetrade-offanalysis.Thismethodologyeliminatestheratingandrankingofattributesandshowsrespondentsfullprofilesofconfiguredproducts.Respondentsareaskedtochoosetheirpreferredoptionoveraseriesofquestions.Itisbestusedforpricingstudies,forproductsorservicewithlessthanfiveattributes,andtopredictproduct/serviceschoicesandpreferences.
A BRIEF HISTORY LESSON
1970
1980
1990
88
Whotookthesurvey?A BRIEF HISTORY LESSONConjointitselfhasevolvedsignificantlysinceitsintroductioninthe1970s.
Menu-Based Conjoint (MBC)Inthe2000s,Menu-BasedConjoint(MBC)wasintroduced.MBCisanadvanceddiscretechoicemodelingsystemthatallowsuserstochoosefrommultiplemenuoptions.Itcanbedesignedtoshowabundledproductorallowrespondentstochoosea-la-carte.
MBCisnotusedveryoftenbutitprovidesgreaterdesignflexibilitybyprovidingtheoptionofhavingabasketofproductsfromwhichrespondentscanmaketheirchoices.
Adaptive Choice-Based Conjoint Analysis (ACBC)ThemostrecentadditiontotheconjointfamilyisAdaptiveChoice-BasedConjoint(ACBC).Thiswasintroducedin2010andwasdesignedtomimicthepurchasedecisionprocessforcomplexproductsandservices.ACBCcombinesmanyofthebestfeaturesofAdaptiveConjointandChoice-BasedConjoint.
ACBCworksinaseriesofstepsdesignedtoidentifyrespondentpreferencesandsimplifythechoicesthroughouttheexercise.ACBCtakesrespondentsthroughthreeexercises:1. BuildYourOwn:Createaproductwithallyourpreferred
attributes2. Screening:Createaconsiderationsetandestablishrules3. Choicetasks:Choosewhichoptionisbestfromthe
considerationset
2000
2010
99
Conjoint ApplicationsWhat is conjoint used for?
Product DesignWhendesigninganewproduct,conjointcanbeusedtodeterminewhether(orhowmuch)newproductfeatureswillimpactcustomerpreferenceandhelpcompaniesunderstandhowvariousproductconfigurationsmightimpactthatpreference.Conjointalsocanmeasurethepotentialacceptanceofaholisticnewproductandhowthatproductmightdisruptthemarket.
Price Elasticity Needtobetterunderstandpriceelasticityandtheimpactofpriceoncustomerpreference?Conjointcanhelp.Notonlycanconjointhelpcompaniesdeterminetheimpactapriceincreasemayhaveonpreference,italsocanhelprevealtheimpactindividualproductfeaturescanhaveonbothpreferenceandwillingnesstopay.Whenlaunchinganewproductoranewproductfeature,itcanhelpcompaniesunderstand,“willthisnewfeatureallowustochargeahigherpriceandcaptureabettermargin?”
1010
Conjoint ApplicationsWhat is conjoint used for?
Brand ValueUnderstandingthevalueofabrandhasalwaysbeenachallengeforcompaniesandresearchers.However,intherecentpast,aversionofconjointthatincludesdynamicpricinghasremovedsomeofthechallenge.AdaptiveChoice-BasedConjointcanbeusedtoisolatebrandinthepurchaseprocessandprovideinsightsintoboththeintrinsicvalueofthebrandanditsimpactoncustomerpreferenceandpriceelasticity.
Attribute Value Finally,conjointisagreattoolformeasuringtheimportanceof– andcustomerpreferencefor– variousproductfeaturesandattributes.Conjointprovidesabetterunderstandingofattributeimportancebydeterminingboththe“value”ofeachattributeandthevalueofeachlevelwithinanattribute.Returningtothebrandexample,wemaylearnthat“brand”asanattributeisnotveryimportant,butBrandX,alevelwiththebrandattribute,isvastlypreferredoverBrandYorBrandZ.
1111
Understanding Different MethodsA high-level overview of each conjoint variety
Adaptive Conjoint Analysis (ACA) Advantages• Minimizes“informationoverload”• Upto30attributes• AdaptiveusingAI• Generatesrealistictrade-offs
Disadvantages• Mustbeadministeredonline/viacomputer
• Processismoreabstractandchallengingforrespondents
• Notidealforpricesensitivity
Itismostfrequentlyisusedformodelinghighlyinvolvedpurchasesandfornewproductdevelopmentresearch.ACAconsistsofathree-stepprocessinwhichrespondents:• Ranktheattributesbypreference• Assignimportancetotheattributes• Determinepreferencebyevaluatingwhichoftwopresentedoptionsismostpreferred
Choice-Based Conjoint (CBC) Advantages• Lessabstract– similartoreal-life
decisions• Canbeadministeredviamultiple
mediums(online,phone,in-person)
Disadvantages• Staticquestions– doesnotadapt
torespondentchoices• Notappropriateforcomplex
products/services
Choice-BasedConjointismuchlessabstractthanAdaptiveConjointbecauseitpresentsmorelikereal-lifeproductdecisionsthatcustomersmaybemaking.Itcanbecompletedinpersonorevenviaphone,dependingonthenumberofattributesandlevels.TherearemultiplevarietiesofCBC,including:• “ChooseOne”approach– “Whichofthese
computerswouldyoubuyiftheyaretheonlyoptionsavailable?”
• ChipAllocation– “Inyournexttenpurchases,howmanyofeachproductwouldyoupurchase?”
1212
Understanding Different MethodsA high-level overview of each conjoint variety
Menu-Based Conjoint (MBC)Advantages• Allowsgreatercustomizationofproducts/attributes
• Providesmorerealisticproductconfigurations• Enablesmorepreciseunderstandingofpricesensitivity
Disadvantages• Morecomplicatedtoprogramandexecutethanotherconjointmethodologies
• Notappropriateforsimpleproductsorservices
MBCisadvanceddiscretechoicemodelingthatallowsrespondentstoselectmultipleoptionsfromamenu.Itisnotusedveryoftencomparedtoothermethodologies,butitdoesallowresearcherstogiverespondentsabasketofproductstochoosefromratherthansingularproducts.
Adaptive Choice-Based Conjoint (ACBC)Advantages• Morerealisticandengagingforrespondents• Capturesmoreinformationforeachindividualattribute/level,allowingformorecustomized/accurateanalysis
Disadvantages• Takeslongertoadminister• Notidealforsimpleproducts/serviceswithfewattributes
• Mustbeadministeredonline/viacomputer
WhendoinganAdaptiveChoice-BasedConjointplanforalongertimelinethannormal,ACBCrequiresmoreup-fronttimeforsurveydesign,particularlyifyouareusingdynamicpricing.However,thedataprovided,bothonanoverallandperattributebasis,ismorein-depththaneitherACAorCBC.Thisallowsforgreatercustomizationandmoreaccurateanalyses.
13
TABLE OF CONTENTS Conjoint Analysis
1
2
3
4
5
Conjoint Introduction
CBC In-Depth
ACBC In-Depth
MaxDiff In-Depth
Key Success Factors
1414
Choice-Based Conjoint An In-Depth Understanding
What is CBC? Choice-BasedConjoint(CBC)isthemostpopularconjointmoduleandoffersamoresimplisticwaytogaugerespondentinterestinproductattributes,brands,andmore.• Simulatesreal-lifeproductdecisions
Respondentsareshownscreenswithsetproductconfigurations(doesnotadaptbasedonresponses)
This methodology:• Islessabstractthanadaptiveconjointandsimulatesreal-worldbuying
decisions• Canbeconductedonline,in-personorviaphone
• Successofin-person/phonewilldependonthenumberofattributes• OftentakeslesstimethaneitherACAorACBC
• Allowsformorerobustancillaryquestioning
1515
Choice-Based Conjoint Case Study
Recently,Martecconductedconsumerresearchtohelpdetermineifconsumerswouldbewillingtopaymoreforanultra-thinTV.Thisresearchincludedqualitativeinterviewsand200onlineconsumersurveys,includingCBC.
Business Challenge AglobalconsumerproductsmanufacturerrequiredconsumerinsightsregardingTVthicknessandbezelwidth.Further,itwantedtodetermineifconsumerswillpaymoreforanultrathinTVtodetermineago/no-godecisionregardingfutureproductdevelopment.
Research Methodology200onlineconsumerinterviewswithchoice-basedconjoint
The Outcome• ThroughtheCBC,wedeterminedthatTVthickness,framewidthandbezelwidthallhaveasignificantimpactonconsumerpreference
• ConsumerspreferredathinnerTVwithathinnerbezeluntilitspricepremiumwas33%orhigherthanathickerTV
• PairingthethinTVwiththemostpreferredbrandyieldedevenhigherpricepremiums
• Basedontheresearch,thedecisionwasmadetomoveforwardwithdevelopmentoftheultrathinTV
MartecdeterminedthatTVthickness,framewidthandbezelwidthallhaveasignificantimpactonconsumerpreference.Infact,consumerspreferredthethinneroptionuptoa33%premiumoveraconventionalthickTV.Further,pairingthatthinnerTVwiththe“mostpreferred”brandyieldedevenhigherpricepremiums.
16
TABLE OF CONTENTS Conjoint Analysis
1
2
3
4
5
Conjoint Introduction
CBC In-Depth
ACBC In-Depth
MaxDiff In-Depth
Key Success Factors
1717
Adaptive Choice-Based Conjoint An In-Depth Understanding
What is ACBC? • ACBCisdesignedtoaddresscomplexproductsandservices• LeveragesthebestaspectsofbothDiscreteChoiceModelingandAdaptive
Conjoint.• Highlyinteractiveandadaptivetothepreferencesandopinionsofeach
individualrespondent.
ACBC interviews progress as follows:
1. Build your ownTheACBCapproachbeginswitha“build-your-own”exercise,whichallowsrespondentstoconfigureproductsandservicestotheirspecificneeds/wantswhileconsideringthepricepremiumordiscountassociatedwiththepre-definedattributesandlevels.
2. ScreeningUpondesigningtheir“ideal”productorservice,respondentsareaskedtoevaluateseveralproductconfigurationswithsimilarfeaturestodetermine“musthave”and“neverhave”features.
3. Choice TasksWiththeconsiderationsetfinalized,respondentscompleteachoice-basedexercise,verysimilartoatraditionalCBC,inwhichtheyareaskedtoidentifythe“bestoption.”
1818
Adaptive Choice-Based Conjoint How can ACBC help you?
Adaptive Choice-Based Conjoint has several inherent advantages over other conjoint methodologies:• Itkeepsrespondentsmoreengagedandconnectedtotheresearchprocess
• Itallowsforabetterunderstandingofthespecificvalueofindividualfeatures• Versustraditionaltradeoffresearch,whichtypicallyfocusedontheoverallvalueoftheentireproduct
• Itcanincludeagreaternumberofattributes• ItworkswellamongthesmallpopulationsandsamplesizescommontoB2Bresearch
• Itprovidesinsightintobothsolidbehavioraltheory(considerationfirst,thenchoice)andstatisticaltheory(experimentandchoicedata)
1919
Adaptive Choice-Based Conjoint Case Study
Aspartofamulti-phaseproject,ACBCresearchwasconductedforaglobalfoodserviceequipmentmanufacturerthatwaslookingforinsightsonbothitsnextgenerationproductsandthevalueofitsbrand.MartecconductedanACBCexercisewith12attributes&42levels.
Business Challenge Aglobalfoodserviceequipmentmanufacturerrequiredinsightsregardingbothitsnextgenerationproductanditsbrandvalue.AnACBCexercisewith12attributesandatotalof42levelswasusedtoprioritizerespondentpreferencesanddeterminefutureproductdevelopmentsequencing.
Research Methodology• 500onlineinterviewswithfoodserviceprofessionals(bothcommercialandinstitutional)
• Surveyincludedbothadaptivechoice-basedconjointandscaledresponsequestions
The Outcome• TheACBCshowedthatwhilefoodserviceprofessionalspreferred“thebestfeatures”inthebuild-your-ownexercise,preferencedeclinedsignificantlywhentheanticipatedpricepremiumwasassociatedwiththosefeatures
• FeatureswiththegreatestROI(specifictoenergyconsumption)requiredfurtheruser/purchasereducationtoallowthemanufacturertocapturethefullvalueofthesefeatures
• Themanufacturer’sbrandgeneratedasignificantpremiumandpreference,especiallywhenassociatedwithpremiumfeatures
20
TABLE OF CONTENTS Conjoint Analysis
1
2
3
4
5
Conjoint Introduction
CBC In-Depth
ACBC In-Depth
MaxDiff In-Depth
Key Success Factors
2121
MaxDiffAn In-Depth Understanding
What is MaxDiff? AlthoughMaxDiff (AKA“best-worstscaling”)isnotatrueconjointexercise,itisaneasy-to-useapproachtoobtainimportanceandpreferenceforalistofattributes,features,brands,andmore.
How does it work? Respondentsareaskedthesamequestionsforalistofattributes,features,andbrands:• Whichofthefollowingismostimportant(yourfirstchoice,preferred)?• Whichofthefollowingisleastimportant?
What is it best used for? • Messagetesting• Prioritizingalonglistofattributes/features• Brandpreference
This technique eliminates many of the challenges inherent in scaled response questions.• “Everythingisimportant”• “I’mnotsatisfiedwithanything”• “Ilikeallofthemessages”
Advantages• Eliminatesstraight-lineresponses(i.e.“everythingisimportant”)
• Providesalternativeroutetoprioritizealonglistofattributes
Disadvantages• Maytakelongertoadministerthanscaledresponsequestions(prioritizingalistof20attributeswillrequire15screensiffourattributesareshownperscreen)
2222
MaxDiffNeeds Assessment Matrix
AkeydeliverableofaMaxDiff isaNeedsAssessmentMatrix.PairingtwoMaxDiff exercises(withthesameattributes),specifictoimportanceandsatisfaction,identifiesunmetneeds(highimportance,lowsatisfaction).
Thefollowingquestionsareaskedofrespondents(questionsareaskedanumberoftimeswithdifferentbenefits):• Attributeimportance
• Whichofthefollowingismostimportant?• Whichofthefollowingisleastimportant?
• Currentsatisfactionwithattributes• Whichofthefollowingattributesismost“wellmet”?• Whichofthefollowingattributesisleast“wellmet”?
ThisNeedsAssessmentMatrixcomparestherelativeimportanceoftheattributestotherelativesatisfactionoftheeattributes
Unmet Needs Table Stakes
Appropriate Emphasis Overemphasized
Satisfaction ScaleLow ---- High
Rel
ativ
e Im
port
ance
Low
---H
igh
2323
Inthisexample,sixunmetneedswereidentified.Theseattributeshadhigherthanaverageimportanceandlowerthanaveragesatisfaction.
Forthisproductdevelopmentresearch,theseunmetneedswereusedtoidentifypotentialproductenhancementsthatwoulddifferentiatethemanufacturerandaddvaluetoitsproduct.
MaxDiffNeeds Assessment Matrix
Rela
tive
Impo
rtan
ceLo
w --
--Hig
h
Relative SatisfactionLow----High
Appropriate Emphasis Overemphasized
Unmet Needs Table Stakes
2424
MaxDiffHow can MaxDiff help you?
This methodology: • Reducesinherentbiasesamongrespondents
• Increasesdiscriminationbetweenattributes,features,brands,etc...
• Eliminatesscalingbiases• Issimpletoexecute• Iseasierforrespondents• Canincludealargenumberofattributes
MaxDiff also is useful as a powerful segmentation tool, as it helps to identify key benefits/features that differentiate unique segments
2525
MaxDiffCase Study
Inthisproject,MaxDiff wasusedtoidentifywhichproposedservices/benefitswouldhavethegreatestimpactoncustomerneeds.
Business Challenge Aglobalservicecompanyrequiredprioritizationofseveralpotentialnewserviceofferings,specificallydesignedforthehospitalsegment.AMaxDiffexercisewith13benefitstatementswasusedtoprioritizerespondentneedsanddeterminefutureserviceproductdevelopmentsequencing.
Research Methodology• 300onlineinterviewswithdecisionmakersatacutecarehospital• SurveyincludedbothtwoMaxDiff exercisestoidentifyunmetneeds(highimportance,lowsatisfaction)
The Outcome• Prioritizedeightpotentialserviceofferingsintothreetimeframes
• Immediateopportunities• Short-termopportunities• Furtherexplorationrequired
• Determinedthatwithouttheaddressingtheimmediateopportunities,theshort-termopportunitieshadalowerlikelihoodofsuccessduetoperceivedvaluepropositionissues
• Completedadditionalresearchtodeterminekeysuccessfactorsforaddressingimmediateneeds
Martecdeterminedthatwithoutaddressingtheimmediateopportunities/issues(focusedonbasicoperationalconcerns),anyfurtherdevelopmentwouldbemetwithskepticismandwouldhaveahigherlikelihoodoffailure.Consequently,subsequentphasesoftheresearchwerefocusedonkeysuccessfactorsforaddressingandcorrectingtheimmediateneeds.
26
TABLE OF CONTENTS Conjoint Analysis
1
2
3
4
5
Conjoint Introduction
CBC In-Depth
ACBC In-Depth
MaxDiff In-Depth
Key Success Factors
2727
Deciding Between MethodologiesWhich conjoint should you choose?
Withsomanychoices,whichconjointshouldyouuse?Unfortunately,thereisnosimpleanswertothatquestion.Conjointselectiondependsonmultiplefactors,including:• Targetrespondent• Respondentuniverse• Subjectmatter• Product/servicecomplexity• Numberofattributes• Preferredmethodology(phone,online,in-person)
Ask yourself…• Whatismyrespondentbaseandhowmanyofthemexist?
• Whatisthesubjectmatter(brand,existingproduct,newproduct,pricing,KPC)?
• Howcomplexistheproduct/service?
• Howmanyattributeswillbeincluded?
• Whatmethodologydoesmyrespondentbaseprefer?online,phone,in-person
2828
Deciding Between MethodologiesWhich conjoint should you choose?
Stillnotsurewhichconjointtochoose,askyourselfeachofthequestionsonthepreviouspageandmapyouranswerstothegridbelow.Thisshouldeliminateatleastthreeofthepotentialsolutions.
Itisimportanttorememberthatnotallsituationsrequireaconjointexercise.Yourresearchpartnercanhelpyoudetermineifconjointisappropriateforyourobjectiveandwhichconjointisbestforaproductorservice.
ACA CBC MBC ACBC MaxDiff
Product Research
Pricing Research
Brand Value
Simple Product/Service(few attributes/levels)
Complex Product/Service(many attributes/levels)
Bundled product/service
Online
Phone/In-Person
Prioritization
2929
Key Success Factors Last tips for your conjoint analysis
DO…• Knowyourresearchobjectivesandwhatyouwanttheconjointto
accomplish• Havespecificandmeasurableattributes
• Brand• Price• Leadtime• Cycletime• Size
• Allowadequatetimeforattributedefinition/surveydevelopment• Pre-surveyqualitativeinterviewstofullydefinetheattributesandlevels• Expectmultipleiterationsofanalysis
DON’T…• Leaveattributesopenforinterpretationorhaverelativevalues
• Quality(low,medium,high)• Alwaysexplorewhatqualitymeanstorespondentsandapplymeasurable
attributestomeasurequalityneeds
• Trytoincludetoomanyotherquestionsbefore/aftertheconjoint• Conjointcantakeseveralminutestocomplete...oftenresultinginrespondent
fatigueduringotherquestions
• Assumetoomuch• Conjointprovidesshareofpreference,notmarketshare
• Applyconjointforallapplications• Evenwhenyouthinkyouhavea“conjointquestion”(i.e.priceelasticity)there
maybeabettersolution
3030
SO WHAT?
Conjointisapowerfulandversatiletoolthatcanbeusedformyriadresearchneeds– fromdeterminingtheproductdesign/configurationtomaximizesharetounderstandingthevalueofyourbrandanditsimpactonyourpricingmodel.
However,determiningthebestconjointmethodologyforagivenobjectivemayrequirein-depthdiscussionsbetweentheprojectteamandtheresearchprovider.TheMartecGrouphasateamofexpertsreadytoansweryourquestionsandsteeryoutothebestmethodologyforyourneeds.
Wanttolearnmore?Contactus!
KenDonavenDirectoratTheMartecGroupE.ken.donaven@martecgroup.comP.248.327.8021C. 248-770-3640www.martecgroup.com