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Predicting Revenue from Conjoint Results

Conjoint analysis is a powerful tool for predicting market reaction to changes in existing products or services or completely new products. But how well do conjoint model results translate into real world results? And can you predict revenue from conjoint results?

The input to a competitive conjoint model is the specifications for the current products/services in the market. The output is “shares of preference.” Shares of preference represent the predicted shares for the products in the

Comparing Apples and Oranges

Discrete choice lets you understand how your market makes relevant apples to oranges comparisons.

It’s like comparing apples and oranges. ‘Nuff said, right?  Social norms seem to dictate that as soon as that statement is made all discussion must come to a complete halt.

I’m looking over my shoulder as I’m typing this in case the social norm police are around, but, what if you can compare apples and oranges?  In fact (looking over my shoulder again), I know that you can.  Or, at least you

Segmenting for Success Part II

Segmenting for success in both consumer and B2B markets means going beyond traditional segmenting variables, such as demographics or company type, and focusing on needs, attitudes and lifestyle.

Here we will highlight the benefits, approach, and uses of segmenting a market in such a way.  (This blog is based on a series of questions asked of Sawtooth Technologies’ Erika Bruhn on the Marketing Handbook Blog.)  Part II of Segmenting for Success is found below.  Part I can be found here.

How

Segmenting for Success Part I

Segmenting for success in both consumer and B2B markets means going beyond traditional segmenting variables, such as demographics or company type, and focusing on needs, attitudes and lifestyle.

Here we will highlight the benefits, approach, and uses of segmenting a market in such a way. (This blog is based on a series of questions asked of Sawtooth Technologies’ Erika Bruhn on the Marketing Handbook Blog.) Part I of Segmenting for Success is found below. Part II can be found here.

Why

Predicting Choice with Conjoint Analysis and Discrete Choice

Conjoint Analysis and Discrete Choice have become popular for marketers and product managers, because they let them predict choice behavior.

Bringing a new or reconfigured product to market involves a number of complex, interrelated decisions.Marketers must decide what features a product should have, how to price it, and whom to target. And, all of this must be done against a background of anticipated competition. Conjoint analysis has become a popular technique for making these types of