General principles

In the world of conjoint analysis, simulators are the final tools for exploiting the models estimated using this methodology. They enable the effects of different levels of utility in relation to one another to be put into practice.

As part of our business activity, the development of a simulator follows simple but essential principles:

• Simplicity and intuitiveness: our simulators are designed to be used without a user manual.
• Ergonomics of use: depending on the problematics, we will seek to limit the number of situations that could hinder the proper use of the simulator (reducing clicks, finding the most effective solution, etc.).
• Adaptation to the problematics: rather than providing a generic simulator that is identical for all trade-offs, we customize it according to the specificities of your conjoint analysis.

CBC Simulator

The CBC simulator is based on a two-part interface:

• A section for configuring the offers to be simulated: in most cases, the user enters various offer configuration codes; where applicable, additional options may be included (no choice, list of predefined scenarios, filtering of results on a sub-sample, etc.).
• A section for results: where possible, the results are dynamically updated each time the settings are changed. The results displayed can be broken down by predefined sorting criteria, but also, depending on the CBC problematics, by value or volume.

To see examples of CBC simulators in operation:

TURF MaxDiff Simulator

A Turf simulation involves including or excluding items from a basket of goods and measuring two indicators for the items included in the basket: the proportion of the target population concerned by at least one item in the basket (Reach) and the average number of items in the basket chosen by the target population (Frequency).

The TURF MaxDiff simulator also consists of two parts:

• A section for selecting items to include in the basket: to help users choose what to include or exclude from the basket, the interface shows how the basket changes when an item is excluded or included.
• A results section: this section covers the fundamental indicators of Reach and Frequency for the total basket across the overall sample; where applicable, fundamental breakdown criteria may be implemented.

To see examples of TURF MaxDiff simulators in operation:

Please note that this TURF MaxDiff simulator can be adapted outside of MaxDiff for all multiple-choice situations that may be subject to TURF.