Webinar: Menu-Based Conjoint: a new method

1,100 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,100
On SlideShare
0
From Embeds
0
Number of Embeds
518
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Webinar: Menu-Based Conjoint: a new method

  1. 1. Share your thoughts online: #SKIMwebinar Menu-Based Conjoint: a new methodPaolo Cordella Stefan Ammerlaan Abigail JoffreResearch Consultant Research Consultant Today’s webinar hostRSS RSS SKIM Webinar “Menu Based Conjoint: A New Method”
  2. 2. • Who are we?• Choice modeling•• Menu Based Choice (MBC)• The Curly Fries Story• Other markets• So what?•• Questions? SKIM Webinar “Menu Based Conjoint: A New Method”
  3. 3. SKIMSKIM Webinar “Menu Based Conjoint: A New Method”
  4. 4. SKIM is a rapidly growing agency that aims to be close toour clients and markets London Rotterdam Geneva San Francisco New York = current offices = future offices = where we have conducted research SKIM Webinar “Menu Based Conjoint: A New Method”
  5. 5. SKIM = Modeling of choice behavior SKIM Webinar “Menu Based Conjoint: A New Method”
  6. 6. Choice modeling SKIM Webinar “Menu Based Conjoint: A New Method”
  7. 7. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? SKIM Webinar “Menu Based Conjoint: A New Method”
  8. 8. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? Why? SKIM Webinar “Menu Based Conjoint: A New Method”
  9. 9. Conjoint SKIM Webinar “Menu Based Conjoint: A New Method”
  10. 10. Conjoint Attributes and levels• Flavor • Paprika, Original SKIM Webinar “Menu Based Conjoint: A New Method”
  11. 11. Conjoint Attributes and levels• Flavor • Paprika, Original• Price • €0.80, €0.90, €1.00, €1.10, €1.20 SKIM Webinar “Menu Based Conjoint: A New Method”
  12. 12. Example: Crisps or € 1.00 € 1.00 SKIM Webinar “Menu Based Conjoint: A New Method”
  13. 13. Example: Crisps or € 1.10 € 0.80 SKIM Webinar “Menu Based Conjoint: A New Method”
  14. 14. Example: Crisps or € 0.90 € 1.20 SKIM Webinar “Menu Based Conjoint: A New Method”
  15. 15. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? Paprika €1.10 Conjoint Paprika €1.10 SKIM Webinar “Menu Based Conjoint: A New Method”
  16. 16. Conjoint Attributes and levels• Flavor • Paprika, Original• Price • €0.80, €0.90, €1.00, €1.10, €1.20 SKIM Webinar “Menu Based Conjoint: A New Method”
  17. 17. Conjoint Attributes and levels• Flavor • Paprika, Original, cheese onion, BBQ, hot and spicy, Tomato, etc etc• Price • €0.80, €0.90, €1.00, €1.10, €1.20 SKIM Webinar “Menu Based Conjoint: A New Method”
  18. 18. Conjoint Attributes and levels• Flavor • Paprika, Original, cheese onion, BBQ, hot and spicy, Tomato, etc etc• Price • €0.60, €0.70, €0.80, €0.90, €1.00, €1.10, €1.20, €1.30, SKIM Webinar “Menu Based Conjoint: A New Method”
  19. 19. Conjoint Attributes and levels• Flavor • Paprika, Original, cheese onion, BBQ, hot and spicy, Tomato, etc etc• Price • €0.60, €0.70, €0.80, €0.90, €1.00, €1.10, €1.20, €1.30,• Brand • Lays, Croky, Smith, Pringles• Size • 100gr, 200gr, 250gr, 300gr SKIM Webinar “Menu Based Conjoint: A New Method”
  20. 20. Example: Crisps SKIM Webinar “Menu Based Conjoint: A New Method”
  21. 21. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? SKIM Webinar “Menu Based Conjoint: A New Method”
  22. 22. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? CBC SKIM Webinar “Menu Based Conjoint: A New Method”
  23. 23. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? ACBC SKIM Webinar “Menu Based Conjoint: A New Method”
  24. 24. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? Maxdiff SKIM Webinar “Menu Based Conjoint: A New Method”
  25. 25. Menu Based Choice (MBC) SKIM Webinar “Menu Based Conjoint: A New Method”
  26. 26. MBC - TV options1 Basic Comfort Comfort ++ Digitale TV & Record & Digital TV - €25 Digital TV & Record - €32.50 Tablet - €37.502 3 Extra options: Extra channels HD TV - €4 95 Extra channels - €5 Extra media box - €4 Movie Package - €8 Your total price €32,50 Led light media box - €1 Sport package €17 SKIM Webinar “Menu Based Conjoint: A New Method”
  27. 27. The Curly Fries Story SKIM Webinar “Menu Based Conjoint: A New Method”
  28. 28. David Senior Product managerSKIM Webinar “Menu Based Conjoint: A New Method”
  29. 29. ...back in the 80s…SKIM Webinar “Menu Based Conjoint: A New Method”
  30. 30. ...back in the 80s…SKIM Webinar “Menu Based Conjoint: A New Method”
  31. 31. ...and in the 90s… ...back in the 80s…SKIM Webinar “Menu Based Conjoint: A New Method”
  32. 32. ...and today…SKIM Webinar “Menu Based Conjoint: A New Method”
  33. 33. PhilipJunior Product manager SKIM Webinar “Menu Based Conjoint: A New Method”
  34. 34. Easy Fries Healthy, Young, AwesomeSKIM Webinar “Menu Based Conjoint: A New Method”
  35. 35. The battle SKIM Webinar “Menu Based Conjoint: A New Method”
  36. 36. David or Philip? SKIM Webinar “Menu Based Conjoint: A New Method”
  37. 37. The solution Jennifer Market Researcher at MIKS SKIM Webinar “Menu Based Conjoint: A New Method”
  38. 38. The question or SKIM Webinar “Menu Based Conjoint: A New Method”
  39. 39. The question or SKIM Webinar “Menu Based Conjoint: A New Method”
  40. 40. The method MBC Menu Based Conjoint SKIM Webinar “Menu Based Conjoint: A New Method”
  41. 41. Make your choice 1$ 3$ 1$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  42. 42. Make your choice 1$ 3$ 1$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  43. 43. Make your choice 1$ 3$ 1$ 1.5$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  44. 44. Make your choice 1$ 3$ 1$ 1.5$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  45. 45. Make your choice 1$ 3$ 0.8$ 1$ 1.5$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  46. 46. Make your choice 1$ 3$ 0.8$ 1.5$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  47. 47. Make your choice 1$ 3$ 0.8$ 1.5$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  48. 48. Make your choice 1$ 3$ 0.8$ 1.5$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  49. 49. Make your choice 1$ 3$ 1.5$ 1.5$ SKIM Webinar “Menu Based Conjoint: A New Method”
  50. 50. Insight #1# People choose Tender Grill with Curly Fries. SKIM Webinar “Menu Based Conjoint: A New Method”
  51. 51. Insight #1# If Donald King delists Curly Fries…. SKIM Webinar “Menu Based Conjoint: A New Method”
  52. 52. Insight #1# …people will buy less Tender grill SKIM Webinar “Menu Based Conjoint: A New Method”
  53. 53. Insight #2 # Curly Fries Lovers … SKIM Webinar “Menu Based Conjoint: A New Method”
  54. 54. Insight #2 # …they don’t come to Donald King anymore SKIM Webinar “Menu Based Conjoint: A New Method”
  55. 55. So what? SKIM Webinar “Menu Based Conjoint: A New Method”
  56. 56. So what?# Keep Curly Fries at $0.8 Revenue SKIM Webinar “Menu Based Conjoint: A New Method”
  57. 57. What about me? SKIM Webinar “Menu Based Conjoint: A New Method”
  58. 58. Can we still include Easy Fries? SKIM Webinar “Menu Based Conjoint: A New Method”
  59. 59. Insight #3 # New segment, the “Green” families SKIM Webinar “Menu Based Conjoint: A New Method”
  60. 60. Insight #3 # New segment, the “Green” families SKIM Webinar “Menu Based Conjoint: A New Method”
  61. 61. Insight #4 # No cannibalization effects SKIM Webinar “Menu Based Conjoint: A New Method”
  62. 62. Insight #4 # Two different segments SKIM Webinar “Menu Based Conjoint: A New Method”
  63. 63. So what? SKIM Webinar “Menu Based Conjoint: A New Method”
  64. 64. So what?# Launch Easy Fries at $1.5 Revenue SKIM Webinar “Menu Based Conjoint: A New Method”
  65. 65. So what? or SKIM Webinar “Menu Based Conjoint: A New Method”
  66. 66. So what? or SKIM Webinar “Menu Based Conjoint: A New Method”
  67. 67. The solution and SKIM Webinar “Menu Based Conjoint: A New Method”
  68. 68. The solution and $0.8 $1.5 SKIM Webinar “Menu Based Conjoint: A New Method”
  69. 69. So what? SKIM Webinar “Menu Based Conjoint: A New Method”
  70. 70. MBC: Other markets SKIM Webinar “Menu Based Conjoint: A New Method”
  71. 71. MBC - Car options SKIM Webinar “Menu Based Conjoint: A New Method”
  72. 72. MBC - Car options Driver comfort Sport package Metallic paint € 450Comfort Seat € 90 € 440 € 760 Heated mirrors € 150Parking sensors € 195 Base price: €10,000 Alloy Wheels € 350Rain sensor € 265Air conditioning € 90 GPS navigator €150Audio system € 75 Total price €10,000 Cabin Comfort Plus Navigation PackHeating seats € 165 € 265 € 375 GPS alarm € 320 SKIM Webinar “Menu Based Conjoint: A New Method”
  73. 73. MBC - Car options Driver comfort Sport package Metallic paint € 450Comfort Seat € 90 € 440 € 760 Heated mirrors € 150Parking sensors € 195 Base price: €10,000 Alloy Wheels € 350Rain sensor € 265Air conditioning € 90 GPS navigator €150Audio system € 75 Total price €10,000 Cabin Comfort Plus Navigation PackHeating seats € 165 € 265 € 375 GPS alarm € 320 SKIM Webinar “Menu Based Conjoint: A New Method”
  74. 74. MBC - Car options Driver comfort Sport package Metallic paint € 450Comfort Seat € 90 € 440 € 760 Heated mirrors € 150Parking sensors € 195 Base price: €10,000 Alloy Wheels € 350Rain sensor € 265Air conditioning € 90 GPS navigator €150Audio system € 75 Total price €10,000 Cabin Comfort Plus Navigation PackHeating seats € 165 € 265 € 375 GPS alarm € 320 SKIM Webinar “Menu Based Conjoint: A New Method”
  75. 75. MBC - Car options Driver comfort Sport package Metallic paint € 450Comfort Seat € 90 € 440 € 760 Heated mirrors € 150Parking sensors € 195 Base price: €10,000 Alloy Wheels € 350Rain sensor € 265Air conditioning € 90 GPS navigator €150Audio system € 75 Total price €10,000 Cabin Comfort Plus Navigation PackHeating seats € 165 € 265 € 375 GPS alarm € 320 SKIM Webinar “Menu Based Conjoint: A New Method”
  76. 76. MBC - Car options Driver comfort Sport package Metallic paint € 450Comfort Seat € 90 € 440 € 760 Heated mirrors € 150Parking sensors € 195 Base price: €10,000 Alloy Wheels € 350Rain sensor € 265Air conditioning € 90 GPS navigator €150Audio system € 75 Total price €11,355 Cabin Comfort Plus Navigation PackHeating seats € 165 € 265 € 375 GPS alarm € 320 SKIM Webinar “Menu Based Conjoint: A New Method”
  77. 77. MBC - Car options Driver comfort Sport package Metallic paint € 450Comfort Seat € 90 € 440 € 760 Heated mirrors € 150Parking sensors € 195 Base price: €10,000 Alloy Wheels € 350Rain sensor € 265Air conditioning € 90 GPS navigator €150Audio system € 75 Total price €10,000 Cabin Comfort Plus Navigation PackHeating seats € 165 € 265 € 375 GPS alarm € 320 SKIM Webinar “Menu Based Conjoint: A New Method”
  78. 78. MBC - Car options Driver comfort Sport package Metallic paint € 450Comfort Seat € 90 € 500 € 650 Heated mirrors € 150Parking sensors € 195 Base price: €10,000 Alloy Wheels € 350Rain sensor € 265Air conditioning € 90 GPS navigator €150Audio system € 75 Total price €10,000 Cabin Comfort Plus Navigation PackHeating seats € 165 € 165 € 275 GPS alarm € 320 SKIM Webinar “Menu Based Conjoint: A New Method”
  79. 79. MBC - Car options Driver comfort Sport package Metallic paint € 450Comfort Seat € 90 € 500 € 660 Heated mirrors € 150Parking sensors € 195 Base price: €10,000 Alloy Wheels € 350Rain sensor € 265Air conditioning € 90 GPS navigator €150Audio system € 75 Total price €11,395 Cabin Comfort Plus Navigation PackHeating seats € 165 € 165 € 275 GPS alarm € 320 SKIM Webinar “Menu Based Conjoint: A New Method”
  80. 80. MBC - Car options - So what? Price Sensitivity SimulationDriver comfort Driver comfort € 500 % 18.5% Comfort Seat € 90 7.2% Parking sensors € 195 11.3% Rain sensor € 265 €400 €450 €500 9.9% Price SKIM Webinar “Menu Based Conjoint: A New Method”
  81. 81. MBC - Car options - So what? Price Sensitivity SimulationDriver comfort Driver comfort €450 % 25.3% 18.5% Comfort Seat € 90 7.2% 3.4% Parking sensors € 195 11.3% Rain sensor € 265 €400 €450 €500 9.9% Price SKIM Webinar “Menu Based Conjoint: A New Method”
  82. 82. MBC - TV options SKIM Webinar “Menu Based Conjoint: A New Method”
  83. 83. MBC - TV options1 Basis Comfort Comfort ++ Digitale TV & Record & Digital TV - €25 Digital TV & Record - €32.50 Tablet - €37.502 3 Extra options: Extra channels HD TV - €4 95 Extra channels - €5 Extra media box - €4 Movie Package - €8 Your total price €32,50 Led light media box - €1 Sport package €17 SKIM Webinar “Menu Based Conjoint: A New Method”
  84. 84. MBC - TV options1 Basis Comfort Comfort ++ Digitale TV & Record & Digital TV - €25 Digital TV & Record - €32.50 Tablet - €37.502 3 Extra options: Extra channels HD TV - €4 95 Extra channels - €5 Extra media box - €4 Movie Package - €8 Your total price €53,50 Led light media box - €1 Sport package €17 SKIM Webinar “Menu Based Conjoint: A New Method”
  85. 85. MBC: where else? SKIM Webinar “Menu Based Conjoint: A New Method”
  86. 86. So what?SKIM Webinar “Menu Based Conjoint: A New Method”
  87. 87. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? SKIM Webinar “Menu Based Conjoint: A New Method”
  88. 88. Choice modeling• Consumer • Market research • Marketer• What do I buy? • <- Translator -> • What do I sell? MBC SKIM Webinar “Menu Based Conjoint: A New Method”
  89. 89. Three times in three words• Build Your Own• Optimizing becomes harder• Menu Based Choice SKIM Webinar “Menu Based Conjoint: A New Method”
  90. 90. SKIM Webinar “Menu Based Conjoint: A New Method”
  91. 91. Share your thoughts online: #SKIMwebinar Go to www.skimgroup.com/webinars for today’s presentation slides and more! Stefan Ammerlaan Abigail Joffre Paolo cordella s.ammerlaan@skimgroup.com a.joffre@skimgroup.com p.cordella@skimgroup.com +31 10 282 3552 +31 10 282 3514 +31 10 282 3568 @SKIMgroup SKIM Webinar “Menu Based Conjoint: A New Method”

×