Research Methods Track

Alternative-Specific Conjoint for Product Development and Pricing in Tech and Durables Categories

About this presentation

An alternative-specific Choice-Based Conjoint (CBC) design could be the most appropriate approach for a feature optimization or pricing study for complex products or offerings in categories like tech, durables, telecoms, financial services, etc. In our presentation, we will compare an alternative-specific approach with other variations of CBC, such as a traditional CBC, a shelf test, a partial profile design and demonstrate the impact of design on the estimation, findings, and recommendations in a conjoint study.

Faina Shmulyian & Tyler Dugan, Big Village