Comment identifier les critères d'importance d'un consommateur
dans le choix d'un produit ou d’un service ?
EXPLIQUER ET PREVOIR LES CHOIX DES INDIVIDUS POUR ECLAIRER VOS DECISIONS
Comment identifier les critères d'importance d'un consommateur
dans le choix d'un produit ou d’un service ?
A quel prix commercialiser cette nouvelle offre ?
Comment obtenir un classement fiable de mes produits quand ils sont très nombreux ?
Le TRADE-OFF permet de répondre à ces questions !
Le lancement de ce nouveau packaging
permettra-t-il de gagner des parts de marché ?
Quels avantages / services inclure dans mon programme de fidélité
pour améliorer la satisfaction client ?
Comment arbitrer entre des dizaines d’alternatives ?
Le TRADE-OFF permet de répondre à ces questions !
Comment évaluer le compromis entre l'efficacité d'un traitement médical
et les risques associés ?
Que faut-il changer à mon offre si mon concurrent baisse ses prix ?
Mon nouveau service va-t-il fidéliser mes clients
ou plutôt capter ceux de mon concurrent ?
Conjoint analysis (a survey-based statistical technique) helps clarify consumer preferences based on the importance given to different characteristics/variables of a product or service.
Objective : Understand how variations in characteristics of a product or service impacts the overall consumer preference.
This method also allows you to assess the potential of a future product or service, either from real or imagined factors, made up of a variety of characteristics which already exist on the market.
(Furthermore,) the conjoint analysis method is a suitable approach in a situation where the range of attributes you wish to test is too large to be investigated exhaustively.
Advantages of a conjoint analysis:
A conjoint analysis will thus be particularly suitable for:
« Conjoint analysis is complicated … »
The high level of competency of the Solirem team makes this cutting-edge methodology accessible to your business, allowing you to focus on your marketing know-how.
« Conjoint analysis is like a black box…»
All the technical aspects, even the most complex, are outlined and explained by Solirem in advance in order to give you a clear understanding (or overview = aperçu) of the whole process.
The term conjoint analysis literally means Tradeoff or a ‘fair compromise’. The term Trade-off comes from the model’s characteristics: estimating to what extent, in terms of choice (or preferences, score points, market share, etc.), a specific item/level of an attribute/variable (for example: a brand) will be compensated/compromised by another item/level on another variable (for example: the price).
In addition, this method seeks to describe, explain, and predict choices (see note 2) of the respondent/interviewee (on a product, service or anything else an individual might add or select.)
This means (…) explaining and predicting.
EXPLAINING:
Within the framework of a conjoint analysis, there should be an understanding of the different dimensions among a product or service in order to EXPLAIN which choices are in favor and those of which are not. It is by simultaneously taking into account these different aspects of a product that makes this model of analysis called a conjoint analysis.
PREDICTING:
In order to PREDICT, the model is all-inclusive/comprehensive and designed sufficiently large to be able to predict choices, preferences, or even the scores of a product composed of different variables. Especially when a specific combination has not even been tested yet/yet to be tested!
Strictly speaking there are two types of conjoint analyses:
This second type of analysis, Choice-Based Conjoint (CBC) is referred to as the key in conjoint analysis. The approach puts the interviewee/respondent face to face with choices that resemble real-life situations as much as possible.
The CBC approach allows you to respond to almost all marketing situations!
We would like to mention that variants of this method exist, akin to the following adaptive approaches:
Adaptive Choice-Based Conjoint (ACBC): This is an expansion on the CBC and particularly suitable for situations where fundamental/essential attributes are extremely numerous. The ACBC approach works by composing/designing 3 stages: creating the ideal product (Build Your Own), the evaluation of only a few of the basic attributes, followed by a classic CBC phase.
The approach is much longer than a traditional CBC knowing/considering that a large number of selected attributes are already evaluated in the CBC.
Menu-Based Conjoint (MBC): This particular progression of the CBC is made for specific situations such as creating menus and à la carte items or for evaluating options and additional services. The MBC makes it possible to deal with very specific and very complex situations, but the flip side of this method lies in the expertise, time and cost required.
MBC should not be considered in situations where the objective is to present a complete product.
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