Research Methods Track

Humanizing Conjoint Predictions Using Archetypal Ensembles

About this presentation

In this study, we integrate data across two commercial studies, and across four different types of data: attitudes, benefits, goals, and conjoint utilities. We use an Archetypal analysis approach to capture the heterogeneity across goals and benefits. We link the goals and benefit archetypes, the conjoint segments, and the attitudinal segments through an ensemble approach. This analysis yields rich insights that bridges product strategy and advertising strategy.

Marco Vriens, Kwantum Analytics | Darin Mills & Andrew Elder, Illuminas