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Leveraging the 4P Marketing Framework to Calibrate Conjoint Models

Conference
About this presentation

A persistent challenge in conjoint analysis is the discrepancy between preference shares and actual market shares. This gap often arises from the omission of critical market dynamics and assumptions such as 100% awareness and distribution in our models. We propose an innovative approach that integrates the 4P marketing framework (Product, Price, Place, and Promotion) into the calibration process of conjoint analysis. This method offers a more holistic and accurate representation of market behavior, thereby enhancing the predictive validity of conjoint models.

NielsenIQ (formerly GfK)
James Pitcher
NielsenIQ (formerly GfK)
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