This track will teach you how to understand conjoint studies (and build your own simulators), the right way to employ MaxDiff (generally, with large lists and for segmentation studies), non-conjoint pricing techniques as well as the common pitfalls to avoid when undertaking drivers or segmentation analysis. Representing the foundational techniques any marketing scientist should know.
MaxDiff has become an increasingly popular research technique, whether it’s for advertising claim ranking or product feature prioritization. In this session we will discuss the do's and don'ts of MaxDiff and how to avoid some of the pitfalls researchers so often fall into. We will highlight some tips and tricks, best practices and many uses of MaxDiff.
MaxDiff has become an increasingly popular research technique, whether it’s for advertising claim ranking or product feature prioritization. In this session we will discuss the do's and don'ts of MaxDiff and how to avoid some of the pitfalls researchers so often fall into. We will highlight some tips and tricks, best practices and many uses of MaxDiff.
In these sessions you will learn why conjoint analysis has flourished and been so widely used in business/insights applications and economic investigations, the different types of conjoint/choice analysis and learning when you should use each, how to build choice models that deliver meaningful data & how to design, field, and interpret choice-based conjoint (CBC) exercises, how to analyze CBC data using counts, logit, latent class, and hierarchical Bayes & how to build and use what-if market simulators.
In these sessions you will learn why conjoint analysis has flourished and been so widely used in business/insights applications and economic investigations, the different types of conjoint/choice analysis and learning when you should use each, how to build choice models that deliver meaningful data & how to design, field, and interpret choice-based conjoint (CBC) exercises, how to analyze CBC data using counts, logit, latent class, and hierarchical Bayes & how to build and use what-if market simulators.
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Surveys are often the best way to learn about price expectations, thresholds, and to gauge the market’s price sensitivity. This is especially the case for new-to-the-world products or for product improvements. But, asking respondents about price is one of the biggest challenges we face! In this session, we discuss (in a non-technical way) three of the most commonly used survey-based methods for pricing research: monadic price experiments, Gabor-Granger, and Van Westendorp PSM. We compare the approaches and highlight the pros and cons of each.
Surveys are often the best way to learn about price expectations, thresholds, and to gauge the market’s price sensitivity. This is especially the case for new-to-the-world products or for product improvements. But, asking respondents about price is one of the biggest challenges we face! In this session, we discuss (in a non-technical way) three of the most commonly used survey-based methods for pricing research: monadic price experiments, Gabor-Granger, and Van Westendorp PSM. We compare the approaches and highlight the pros and cons of each.
MaxDiff has become the gold standard technique when it comes to ranking a series of items, but it can often become labourious for respondents when we are required to test a large number of items. In this session we will discuss the best ways to handle MaxDiff studies when you have a large number of items (60+) in order to ensure respondents do not get too fatigued.
MaxDiff has become the gold standard technique when it comes to ranking a series of items, but it can often become labourious for respondents when we are required to test a large number of items. In this session we will discuss the best ways to handle MaxDiff studies when you have a large number of items (60+) in order to ensure respondents do not get too fatigued.
While there are hundreds of ways to segment customer groups, one of the increasingly popular approaches applies choice-based techniques, such as MaxDiff. This session will teach you the benefits of using MaxDiff to cluster customers and walks you through the steps of designing it and analyzing it. Participants will become comfortable setting up MaxDiff experiments and, using Latent Class logistic regression, segment customers into distinct groups.
While there are hundreds of ways to segment customer groups, one of the increasingly popular approaches applies choice-based techniques, such as MaxDiff. This session will teach you the benefits of using MaxDiff to cluster customers and walks you through the steps of designing it and analyzing it. Participants will become comfortable setting up MaxDiff experiments and, using Latent Class logistic regression, segment customers into distinct groups.
One of the core questions of market research is: what drives consumer choice? Over the last couple of decades, a wide range of techniques has been developed to answer this question. In this introductory training, we will give an overview of some of the most useful driver analysis techniques that are currently being applied. We will then dive a little deeper and investigate more advanced techniques like Bayesian network analysis, that enable us to distinguish between direct and indirect effects. The aim of the training is to help you find your way in applying these techniques in your own research projects.
One of the core questions of market research is: what drives consumer choice? Over the last couple of decades, a wide range of techniques has been developed to answer this question. In this introductory training, we will give an overview of some of the most useful driver analysis techniques that are currently being applied. We will then dive a little deeper and investigate more advanced techniques like Bayesian network analysis, that enable us to distinguish between direct and indirect effects. The aim of the training is to help you find your way in applying these techniques in your own research projects.
Segmentation is something that marketing research analysts do about as frequently as they run choice experiments. Unfortunately, a constellation of mutually reinforcing problems can thwart the segmentation analyst. This session will help identify potential shortcomings and solutions for these techniques.
Segmentation is something that marketing research analysts do about as frequently as they run choice experiments. Unfortunately, a constellation of mutually reinforcing problems can thwart the segmentation analyst. This session will help identify potential shortcomings and solutions for these techniques.
Whilst you can analyse conjoint results with our software, the flexibility and customisability of an excel based simulation tool is often hard to beat! Join Dean as he takes you through a step by step guide of how to build a simulator from raw utilities, through to insights.
Whilst you can analyse conjoint results with our software, the flexibility and customisability of an excel based simulation tool is often hard to beat! Join Dean as he takes you through a step by step guide of how to build a simulator from raw utilities, through to insights.
