SKU-Based Conjoint involves presenting respondents with numerous products ‘Stock Keeping Units (SKUs)’ at different price points. In contrast to typical conjoints, the product concept is fixed and refers to existing (or close to launch) products. This design is best suited for pricing research. However, the complexity arises from the number of SKU, leading to lengthy surveys that can overwhelm respondents. This can result in decreased data quality and unreliable insights. The session will present an overview of previous foundational research in the area and provide recommendations for some of the best practices in areas such as selection bias, nested simulations, data augmentation and modelling the price function.
