Optimizing Product Designs: Conjoint Analysis and How It Works

Presented by: Brian D. Ottum, Ph.D., President, Ottum Research & Consulting

Does your company struggle when deciding which features (out of an overly-long list) to build into its products?

If so, you need conjoint analysis to measure and decide what is a 'must-have' versus a 'nice-to-have.' Conjoint is much more accurate than old-fashioned direct questioning because it more closely mirrors actual purchase decisions.

By reviewing case studies, you will learn about the various versions of conjoint and their best applications. Specifically, the presentation will cover:

A working definition for conjoint analysis
When to use (and when not use) conjoint analysis
What you can expect from the results of conjoint analysis
Assumptions and limitations of conjoint analysis

This webinar is introductory and assumes no prior experience with conjoint analysis.