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A Better Way to Scale MaxDiff Utilities
MaxDiff is a survey method used to measure the importance of product features. Subsets of features are presented, and respondents are asked to select which feature is most important and which feature...
View ArticleThe Problem with MaxDiff
MaxDiff is a powerful method and it is increasingly popular among market researchers. But it is not always the best choice for measuring the importance of attributes, and here’s why. Suppose you want...
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Better Charts for MaxDiff Data
The New York Times is one of the few organizations trying to push our industry further in developing better data presentation and visualization techniques. Sometimes they do a good job, introducing...
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Conjoint Analysis Helps Apple Win $1B in Lawsuit
If you ever have trouble convincing your managers and executives about the value of market research, tell them this: The one billion dollar settlement that Samsung will pay Apple for patent...
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Dilbert Does Predictive Analytics
We love this cartoon because it raises such interesting issues about probability and prediction in market research. Here’s a quiz. Suppose you own a retail store and want us to help predict which...
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A Beautiful Chart: Trends in Conjoint Analysis
Whenever I see a chart like this, which shows proportions of a whole changing over time (or in PowerPoint language, a time series of 100% stacked bar charts): From Sawtooth Solutions, Spring 2013 I...
View ArticleWhich Conjoint Method Should You Use?
One subtle (and false) implication of the beautiful chart we presented showing trends in conjoint analysis is that perhaps you should be using discrete choice modeling (CBC, which stands for...
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New Methods and Resolutions for 2014
Versta Research’s winter newsletter comes out next week, which will focus on some new approaches to faster (and cheaper) market research. In the meantime we have been thinking a good deal about where...
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Choosing Your Top Three Messages with TURF
Last week we wrote about the optimal number of benefits, features, or claims you should make in your marketing materials. Research shows that three maximizes the impact because it aligns with a...
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Responsive Surveys Go Way Beyond Mobile
If you design surveys that adapt well to mobile devices, you can feel proud. Current estimates are that only about half of all market research surveys are mobile-friendly. According to Research Now, an...
View ArticleWhy You Should Be Using Conjoint Analysis
If you crave a deep understanding of why your customers choose one product, concept, or message over another, you might be thinking that deep-dive qualitative research is best. Possibly it is, but you...
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