Conjoint analysis fails in generating high-potential concepts for future evaluation.

Question

Quizplus · Accepted Answer

Conjoint analysis is a commonly used market research technique for evaluating consumer preferences and predicting market share. It involves presenting survey respondents with several hypothetical product profiles, each with varying levels of attributes (such as price, brand, features, etc.) and asking them to choose their preferred option. The results of a conjoint analysis can provide insights into which attributes are most important to consumers and how changes in those attributes can impact their decision-making. However, while conjoint analysis can help identify which features consumers prefer, it may not necessarily generate new or innovative product concepts for future evaluation. This often requires additional ideation techniques and creative thinking methods.

Conjoint Analysis Fails in Generating High-Potential Concepts for Future Evaluation