SIMALTO AnalysisPage A Better Way To Assess Value For Business Researchers (Cont’d) 9 We look in more detail at how the respondent The clear benefit over Conjoint analysis, is that completes the SIMALTO exercise: SIMALTO allows the consideration of many 1. Choose which attributes (down the left-hand side) are more attributes, and a good degree of depth important when making a purchasing decision. and understanding of what respondents truly 2. For the chosen attributes, show what level they are currently receiving (columns 1 to 4). value, against to what they receive currently. 3. Show what level they would like to receive; often this Furthermore, SIMALTO is not as dependent on is on the right hand side. a large sample size as is conjoint. Indeed, the 4. Allow the respondent a number of points to spend to findings from just one respondent (i.e. a large, indicate how much they would like to receive the improvement that would move them from what they key customer) would be highly currently receive to their ideal. informative. Being able to work with small 5. The grid has numbers in the bottom of each square samples is a major advantage of SIMALTO in from 0 to 15 which indicate the „cost‟ of moving up a b-to-b markets. level. Each movement up a level costs the respondent 5 points. With only limited points to Figure 5 spend, respondents have to choose what improvements they really want. This trade-off gives a utility or value to the different levels of the attributes. An example of this working in practice is shown in Figure 5, right.
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