SKIMspiration London presentation: Improving claims impact using Decision Influence modeling
SKIMspiration 2012: Menu-Based-Choice modeling | The curse of the Curly Fries
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Transcript of SKIMspiration 2012: Menu-Based-Choice modeling | The curse of the Curly Fries
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Paolo Cordella
Jeroen Hardon #SKIMspiration
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The Curse of the Curly Fries
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David
Senior Product manager
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...back in the 80s…
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...back in the 80s…
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...back in the 80s…
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...back in the 80s…
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...back in the 80s…
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...and in the 90s…
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...and today…
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Philip Junior Product manager
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Easy Fries Healthy, Young, Awesome
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The battle
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David or Philip?
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The solution
Jennifer Market Researcher at MIKS
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or
The question
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or
The question
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The method
MBC Menu Based Conjoint
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1$ 3$ 1$ 1.5$
Make your choice
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1$ 3$ 1$ 1.5$
Make your choice
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1$ 3$ 1$ 1.5$
Make your choice
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1$ 3$ 1$ 1.5$ 1.5$
Make your choice
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1$ 3$ 1$ 1.5$ 1.5$
Make your choice
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1$ 3$ 1$ 1.5$ 1.5$
Make your choice
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1$ 3$ 1.5$ 1.5$
Make your choice
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Insight #1 # People choose Tender Grill with Curly Fries.
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Insight #1 # If Donald King delists Curly Fries….
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Insight #1 # …people will buy less Tender grill
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Insight #2
# Curly Fries Lovers …
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Insight #2
# …if Donald King delists Curly Fries
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Insight #2
# …they don’t come anymore to Donald King
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So what?
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So what?
# Keep Curly Fries at higher price
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What about me?
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Can we still include Easy Fries?
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Insight #3
# New segment, the “Green” families
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Insight #3
# New segment, the “Green” families
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Insight #4
# No cannibalization effects
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Insight #4
# Two different segments
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39
or
So what?
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or
So what?
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and
So what?
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So what?
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So what?
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So what?
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#SKIMspiration
Share your thoughts online:
contact us or follow us online!
Paolo Cordella | Research Consultant
31 10 282 3568
Jeroen Hardon | Senior Research Consultant
+31 10 282 3503
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Nika Jazaei