Resources
Adaptive Choice-Based Conjoint Video
Learn how ACBC can make your conjoint more engaging for respondents and more insightful for researchers
Anchored MaxDiff Video
Shows how to add absolute importance to MaxDiff results
MaxDiff Scaling Video
What is MaxDiff, when to use it, and why it’s better than rating scales
A Brief History of Choice-Based Conjoint Video
What users of research need to know about Choice-Based Conjoint (Discrete Choice)
See Customer Churn before It Actually Happens
Describes a method for testing customer interest in competitive offerings and identifying those most vulnerable to churn
Who Should I Target First? How Conversion Scores Help
Describes the use of a conversion score to make market segmentation solutions more actionable
Your Brand is Here – Positioning Tools
A review of typical questions brand research addresses, including tools used to provide answers to these questions
Fertilizing a Healthy Decision Tree
Discusses classification systems, such as CHAID and CART, used to analyze markets or find groups for targeted advertising
Conjoint for Every Project? Not So Fast!
When your attributes don’t have levels, look outside conjoint to other methods such as MaxDiff Scaling
Chocolate, Vanilla, and What’s Next – Optimizing Product Line-ups
Total Unduplicated Reach and Frequency (TURF) helps understand the combination of items that will reach the largest proportion of your market
The van Westendorp Price Sensitivity Meter – Are We Using It Incorrectly?
Reveals inconsistencies in the use of this pricing method; generally recommends avoiding its use
The Geeks Guide to Reverse Segmentation – Let’s Get Technical
Technical methodological details of reverse segmentation analysis.
Reverse Segmentation – The Promised Land for Target Marketers
How reverse (object-based) segmentation helps segment based on both attitudes/behaviors and targeting variables
I’ll Have #3 With A Milk Shake – Conjoint Menu Configuration
Discusses a flexible conjoint methodology that is useful for researching bundling, menu configuration, and multi-step choice processes
Importance is Important, Understand How to Measure It
Using MaxDiff to obtain preference/importance scores for multiple items without scale bias
Loyalty Metrics – Use the Right Method
Discusses challenges identifying drivers of satisfaction and loyalty, and examines the Averaging Over Orderings (AOO) Regression method for improving outcomes
How Much is Feature X Worth? Lessons from Conjoint Analysis and the Apple v Samsung Trial
Explores how to quantify incremental value of individual product features via conjoint analysis
How Many People Should I Survey?
Reviews confidence level and margin of error to help you select the correct sample size for your study
Do Not Trust Online Survey Sample Vendors to Give You Clean Data – Clean it Yourself
Includes rules for cleaning online survey sample, including specific cleaning suggestions
Customer Targeting – Put the Right Offerings in Front of the Best Prospects
Reviews clustering, factoring, modeling, behavioral, attitudinal, and a general how-to when considering a segmentation project
How Conjoint Handles Really Complicated Ideas: Adventures in Advanced Choice-Based Conjoint Applications
Discussions of alternative-specific designs, prohibitions, conditional pricing, summed pricing, Hierarchical Bayes, volumetric CBC, and more
Conjoint 101
The basics of choice-based conjoint analysis (discrete choice modeling)
Personalized Trade-offs Make Conjoint Better
A customized, interactive survey experience that “learns” from respondent choices, picks up non-compensatory decision making behavior, and allows flexible price modeling via summed pricing.
How to Make Solid Pricing Decisions
A review of both direct questioning techniques like willingness to pay, monadic designs, and van Westendorp, and trade-off techniques such as conjoint, for use in pricing research.