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Design/Methodology:
PC-based Adaptive Conjoint Analysis - Adaptive means that
the model starts with all feasible product attribute combinations
and displays them iteratively to respondent, selecting new
combinations in a way that takes into consideration the sort
of combinations in which a respondent has already shown little
interest by screening those out.
Marketing
Issues Addressed:
Helps measure the
importance of various attributes in the marketing mix (eg
price level, performance, pack type, brand, etc) in the eyes
of the consumer and how they trade off different attribute
levels in order to choose the final mix. Compares likely preference
for different product (and competitor) offerings at a total
target market level and within pre-defined segments.
Analyses
Delivered:
Utilities (Importance)
of all attributes and the levels of each attribute. Potential
preference shares of different product attribute combinations.
Works With:
Should always be
used in conjunction with some cluster (segmentation) analysis
for reasons above. Can be a stand alone as being PC-driven
it needs a CLT environment, can be tagged onto a product or
concept test. Can be used along with focus groups if there
are several in a project (but with care, depending on the
range of respondents).
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