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Discovering conjoint analysis

Conjoint analysis to optimise features1manbext is used to quantify the drivers behind the choices that customers make when faced with different product, service and pricing options.

We provide a full range of conjoint analysis solutions, training and consultancy from basics like CBC upwards, to interactivemodels and forecasts了解驱动器购买决策和揭示客户的内容价格敏感性优化您的产品和服务。

客户是否以高价,高质量或低价,低质量或之间的某个?确定合适的平衡点是经典的业务问题。联合分析量化和模拟了这种决策,测量了客户真正有价值,以确定业务的最佳解决方案。

This section explains all about conjoint analysis from principles to models, to advanced options and alternative methods. Discover ourconjoint demonstrationpricing explorerto explore how these techniques improve business decisions. For any questions about carrying out conjoint analysis,contact our helpful teamfor advice or information.

1manbext

Conjoint analysis modelling联合分析是一种先进的市场研究技术,可在人们如何做出决策的皮肤下以及万博官网manbet登录它们在产品和服务中的真正价值。又称离散选择估计或说明的偏好研究,它涉及呈现有选择的人,然后分析这些选择的驱动因素。例如,查看我们的互动联合分析示范或者ourExcel中的简单联想to see how conjoint analysis works.

Outputs from conjoint analysis are客户价值的测量被称为实用程序或部分值得。可以将实用程序分数组合以构建构建market models and forecasts要回答“我们应该做的,在更多的功能中建立问题,或者将我们的价格降低?”或者“这些变化中的哪一个将损害我们的竞争对手?”允许业务更好地优化产品和服务设计以满足客户需求。

联合分析示范

联合分析示范The aim of1manbext 和choice research is to predict how purchase decisions will be made by working out what customers value, based on the choices they make. If a business knows what customers really value, they can use this focus their strategic effort on the areas that matter most to customers (see themarket modellingexample).

The demonstration below is a简化example of a conjoint exercise that uses a QuickLearn algorithm and works best if you are consistent in your choices. See the技术说明for more information and a comparison with full/commercial conjoint analysis. Alternatively look at a worked upconjoint analysis example using Excelto understand how calculations can be made.

联合分析设计

Conjoint design breaking into attributes and levels1manbext 和权衡的研究最诡辩家icated forms of market research. The aim is to quantify the underlying values (utilities or part-worths) that drive customers' decisions, and then to build models of demand and market forecasts, in order to optimise product or service features. Like any form of research, the quality of the output depends heavily on the quality of the design.

For conjoint analysis, in particular this means choosing the rightflavour or type联合使用,确保设计的the attributes and levels, the way the profiles are shown and the number of choice tasks meets the research, analysis and business requirements.

味道或结合分析的类型

味道或结合分析的类型For those new to the subject ofconjoint analysis,很容易相信只有一种类型或版本的联合分析(您的代理知道的一个类型)。或者反向,并通过缩写和名称的数量变得令人困惑 - 例如ACA,CBC,MPC,ACBC,完整档案,说明的偏好,DCE /离散选择估计等。

Most1manbext studies carried out professionally use Choice-based Conjoint (CBC) for pricing and brand value studies. Newer adaptive types of conjoint such as Adaptive Choice-Based Conjoint (ACBC) or menu-based conjoint are used for more complex studies. MaxDiff is a commonly used adjunct or substitute for conjoint analysis with large numbers of items. However, different types or "flavours" can be used, depending on the task at hand, and might incorporate Buy-your-own tasks, configurators or take the basic principles and extend them to create tailored designs for specific markets.

联合分析 - 市场建模示范

建模市场与联合分析这是一个模拟类型的演示,您可能会导致进行1manbext 万博官网manbet登录study. The aim is to predict market share (strictly share of preference as the model doesn't take into account distribution or promotional effects) and possibly revenue or profit potential by changing product features.

other types of market models用于其他类型的权衡研究,如万博投注网址或者品牌价格贸易研究。模型是对其他形式进行权衡研究的主要好处量化市场研究。万博官网manbet登录

Conjoint analysis applications

Applications of conjoint analysis including shelf display for category management1manbext 用于复制测试的广泛的不同市场研究和洞察应用,对产品和服务设计的定价研究,定万博官网manbet登录义会员计划。万博投注网址应用程序列表相对较长,因为联合适应不同的目的。例如,可以使用一些design principlesto develop and test areas like website or promotional message design using live in-market testing. Below is a list of common uses.

Conjoint analysis for international markets

国际联合联合analysis projects作为一种先进的市场研究技术,更万博官网manbet登录大的企业最常使用联合分析,以及在若干国家运行的跨国公司,重要的是产品设计和商业策略反映了全球和当地需求。与传统相比基于规模的评级方法,1manbext 和techniques like MaxDiff are less affected cultural differences in the way people give ratings in different countries. Consequently international conjoint projects can be an effective method of understanding common needs and desires across global markets. We have expertise in running international conjoint across Europe, the US and into Asia.

Alternatives to conjoint analysis

交易估计的联合分析的替代方案1manbext 是一个广泛建立的市场研究技术,了解人们如何重视构万博官网manbet登录成产品或服务的组件 -属性和级别。但是,在某些情况下,例如有许多属性考虑的属性,或者正在建造捆绑包的地方,可能更好地考虑诸如MaxDiff,配置器,Simalto或一系列其他更多的定制设计和选择任务的替代方案可能更好。

请注意,我们将考虑选项,例如离散选择建模(DCM),所说的偏好研究和诸如商店显示测试的元素,如图所示'flavours' of conjoint analysisrather than purely distinct.

History of conjoint analysis

Conjoint analysis historyThe earliest forms of1manbext 可以追溯到20世纪70年代,从决策和计量经济学选择理论中发展起来。

关键开发商一直是保罗绿色(营销使用的销售使用),约旦Louviere(基于选择的联合)和富豪约翰逊(Saztooth Software和Adaptive Commoint方法),最近的锯齿已经开创了许多新方法。

MaxDiff and hierarchy of needs studies

MaxDiff and Hierarchy of Needs studies are used In new product development, concept testing and building marketing messages to identify what customer priorities are for development or marketing communications. Often businesses have a long list of potential product benefits and the key is in identifying which to prioritise and which work best with which audience.

Our specialist MaxDiff or hierarchy of needs studies allow you to test up 40 or 50 benefits in one go, both singularly and in packages so you know where customer priorities lie. These are designed to be very quick and simple to carry out, but to produce market models that allow you to see how combinations of options compare against each other.

Simple but complete full-profile conjoint analysis

x25_1_excel_example1.jpg.很多人问的是如何的1manbext 彼此相关 - 如何为其分配属性和级别,构建配置文件并达到零件值或实用程序分数的计算。在可以轻松谈论在摘要中的联合分析而没有完全得到实用的“这就是它是如何运作的元素。

原来的一个味道或类型of conjoint analysis is Full Profile and this is relatively simple to demonstrate. The attachedExcel spreadsheet显示如何使用Excel构建和分析简单的小型全功能联合分析设计。

Conjoint demonstration - technical notes

X25_1_scissors789895_19201.jpgOurconjoint demonstrationis a simplified example of a conjoint exercise to illustrate how choices can be turned into estimates of value. The calculations it uses to estimate the "utility" values, or part-worths associated with the choices being made (as shown on the bars) are simplified.

This article outlines some of the technical notes and issues around the demonstration. There are actually several"flavours"根据手头的任务的联合分析,我们有一个简单的基于Excel的电子表格来显示计算实用程序的一般原则。


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