Conjoint analysis is one of the most widely-used marketing research technique to quantify customers’ preferences, predict their choices, understand what trade-offs they are willing to make, and predict market shares.
Whether you provide the preference partworths directly, or you estimate them from rating data, these preferences can be used to run powerful market share simulations using a variety of scenarios (pre-specified product introductions, optimal search) and decision rules (first-choice, share of preference, calibrated on market data, etc.)
The conjoint analysis module can search the entire product space and predict the market shares for a new product with any attribute combination. But often, a trade-off has to be made between profitability and market shares, as gaining on one front might hurt the other. In such situations, Enginius will display all the potential products on one space, and highlight the Pareto-efficient frontier, that is, the combination of products that dominates the others in terms of market-share vs. profitability tradeoff.
The advanced options let’s you exclude certain attribute levels from the optimal product search (e.g., if certain levels are not attainable or possible for your firm), or attach incremental revenue figures to each product combination.
Forte hotel uses the Conjoint and Segmentation models to analyze customers’ preferences across a number of attributes under consideration during hotel design. This case requires the evaluation and analysis of various bundles of attributes to
Kirin is a robust case involving multiple models. Kirin (a Japanese beer producer) is faced with expanding US sales where a competitor (Sapporo) outsells them. Kirin is contemplating introducing new products to boost sales but must determine 1)
In early 2007, Dürr Environmental Controls, a German conglomerate with capabilities in this arena and extensive industrial operations in the US, was considering entering the US with one or more offerings. A variety of features and capabilities are