Understand what drives the decision-making of customers to optimize brand performance

How do people react if you alter a product or change a price? With multiple products to choose from, which product will they pick? And which features drive their decisions?

Understanding what drives the decision-making of customers is key when optimizing brand performance. Discrete Choice Modeling - also referred to as Conjoint - is often the best way to provide these insights, by replicating customer choice and trade-off behavior. That is, if you know when and how to use Conjoint Analysis, and how to get the most out of it.

In this session you will learn the basics of what conjoint is, how it works and how you can utilize this research method to get the answers your team or client is looking for.


Topics we will cover:

  • What is Discrete Choice Modeling a.k.a. Conjoint?
  • Most common conjoint techniques - MaxDiff, CBC, MBC - and when to use them