Come, take a tour on a conjoint safari at P&G. We’ll discuss how this discrete choice method is just the ticket for product / concept design in the CPG industry. Cast all your “prohibitions” aside! Along the journey, we’ll try to avoid picking up bad panelists thumbing for a ride, while making sure that the good ones (and their research guides) get a great view of the product stimuli from beginning to end. We’ll observe how these “interactive” stimuli tend to travel together out there in the wild. We’ll also search deep within the design space until we finally spot the perfect specimen from multiple objectives. Who wouldn’t be “willing to pay” to see that?