The document summarizes an experience using Adaptive Choice-Based Conjoint (ACBC) analysis to study consumer preferences for chemical products. ACBC was used to develop a new product, improve packaging design, and optimize the product range. Some challenges encountered included setting appropriate parameters, handling prohibitions, and calibrating price sensitivity. Overall ACBC provided useful individual-level utility values and simulations to inform the client's product development decisions, though some adjustments were needed to address limitations like price range effects.
SKIM at Sawtooth Software Conference 2013: ACBC RevisitedSKIM
At Sawtooth Software's 2013 conference, SKIM conjoint experts, Marco Hoogerbrugge, Jeroen Hardon, and Chris Fotenos presented on Adaptive Choice-Based Conjoint.
Choice-Based Conjoint (CBC) is a long known, well-established "conjoint brand". It is widely regarded as the default method for nearly any piece of conjoint research. Not many people, excluding specialist methodologists, are aware that Adaptive Choice-Based Conjoint (ACBC) has been on the market as well for several years, and its predictive validity is much better than CBC when researching complex markets, with many products, in different price tiers. Through our presentation, we helped to confirm this general finding and elaborate on the various options that are available within ACBC.
SKIM at Sawtooth Software Conference 2013: ACBC RevisitedSKIM
At Sawtooth Software's 2013 conference, SKIM conjoint experts, Marco Hoogerbrugge, Jeroen Hardon, and Chris Fotenos presented on Adaptive Choice-Based Conjoint.
Choice-Based Conjoint (CBC) is a long known, well-established "conjoint brand". It is widely regarded as the default method for nearly any piece of conjoint research. Not many people, excluding specialist methodologists, are aware that Adaptive Choice-Based Conjoint (ACBC) has been on the market as well for several years, and its predictive validity is much better than CBC when researching complex markets, with many products, in different price tiers. Through our presentation, we helped to confirm this general finding and elaborate on the various options that are available within ACBC.
1st PyData Piraeus: Blueground Slides - How Machine Learning is Reshaping Pri...PyData Piraeus
Pricing is a complex optimization problem requiring multiple data inputs. In particular, the real estate industry has vast data that is often fragmented. Companies in the space, such as hotels and investors, have realized the power that real estate data holds. At Blueground, we are at the early stages of developing a predictive model to optimize our pricing. In particular, we are using internal and external signals to predict whether our units will get booked and ultimately give price suggestions. We recently started developing our pricing model and are excited to share what we have learned from this journey so far
Taguchi Method is a new engineering design optimisation methodology that improves the quality of existing products and processes and simultaneously reduces their costs very rapidly, with minimum engineering resources and development man-hours
Strategic Advantages of Implementing Enventive SoftwareAlan Smith
Enventive is an innovative tool that allows the engineers to base their early design decisions on the definition of the Quality function of the products that they design. It is used preferably in the conceptual stage, before any CAD data has been generated and can be the first stage in Design for Six Sigma (DfSS).
A product development usually starts out with making educated guesses and assumptions of what you think the customer segment wants. However, you are not the customer. It is vital you test the hypotheses in the market. Only validation will ensure a robust foundation of the NPD before going into the design and build phase.
ISMA 9 - van Heeringen - Using IFPUG and ISBSG to improve organization successHarold van Heeringen
Introduction to the International Software Benchmarking Standards Group and 3 cases in which function points together with ISBSG data really resulted in business value:
- Reality check of an estimate made by experts
- Assessing the competitive position of a department
- Selecting a single software supplier
Siebel Analytics in IBM: Building a Sense & Respond Solutionpoore120
Siebel Analytics in IBM:Building a Sense and Respond Solution. Presented at 1) Siebel User Week 2004 San Diego, and 2) Siebel User Week 2005 Barcelona.
Module Three Exercises 2BA 1200 Foundations of Business.docxroushhsiu
Module Three Exercises
2
BA 1200 Foundations of Business
Module Three Exercises
Student First and Last Name
Date Submitted
Application Paper
Chapter 9
You will apply the Chapter 9 major concepts to the video or project: continuous process, just-in-time inventory control, lean manufacturing, operations management, production management, quality. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Chapter 17
You will apply the Chapter 17 major concepts to the video or project: accounting, annual report, assets, balance sheet, cash flow, financial statement, income statement, liabilities, statement of cash flows. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Chapter 18
You will apply the Chapter 18 major concepts to the video or project: budget, debt financing, equity financing, financial management, operating budget, venture capital. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Bonus Chapter A
You will apply the Bonus Chapter A major concepts to the video or project: business law, contract, product liability. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Bonus Chapter B
You will apply the Bonus Chapter B major concepts to the video or project: business intelligence or analytics, information systems, Web 2.0, Web 3.0. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Construction Management Jump Start
Chapter 6
Estimating Project Costs
*
Chapter 6
Estimating Project CostsThis chapter introduces you to how estimates are used in constructionWhat factors influence costsWhat makes up an estimateHow costs are estimatedEstimating techniquesWhat contributes a quality estimate
*
What Is An Estimate?An estimate is an educated guessThe estimate is a summary, based on the best information available, o probable quantities and costs of materials, labor, eq ...
The State of AI in Insights and Research 2024: Results and FindingsRay Poynter
This presentation from Ray Poynter of NewMR shares the findings from the latest NewMR study.
The study looks at the use of Artificial Intelligence in insights and research, including a deeper dive into the topic of Synthetic Data.
Find out how many people are using AI, how many are testing it, what they are doing, and what people think about Synthetic Data.
And, hear about where AI and research might be in two year’s time.
Listen to the recording of this presentation via NewMR.org/Play-Again, and also access other presentations from NewMR on all things market research, insight, and AI.
ResearchWiseAI - an artificial intelligence driven research data analysis toolRay Poynter
This presentation was delivered as part of the NewMR 'State of AI and Insights 2024' webinar event, April 2024.
This presentation highlights the expanded range of tools available from ResearchWiseAI – an AI tool that summarises research findings from surveys.
Questions for the team? Email us at support@researchwiseai.com or visit our website: https://researchwiseai.com/
Visit NewMR.org/Play-Again to listen to this presentation recording , and access the other presentation in this webinar event.
1st PyData Piraeus: Blueground Slides - How Machine Learning is Reshaping Pri...PyData Piraeus
Pricing is a complex optimization problem requiring multiple data inputs. In particular, the real estate industry has vast data that is often fragmented. Companies in the space, such as hotels and investors, have realized the power that real estate data holds. At Blueground, we are at the early stages of developing a predictive model to optimize our pricing. In particular, we are using internal and external signals to predict whether our units will get booked and ultimately give price suggestions. We recently started developing our pricing model and are excited to share what we have learned from this journey so far
Taguchi Method is a new engineering design optimisation methodology that improves the quality of existing products and processes and simultaneously reduces their costs very rapidly, with minimum engineering resources and development man-hours
Strategic Advantages of Implementing Enventive SoftwareAlan Smith
Enventive is an innovative tool that allows the engineers to base their early design decisions on the definition of the Quality function of the products that they design. It is used preferably in the conceptual stage, before any CAD data has been generated and can be the first stage in Design for Six Sigma (DfSS).
A product development usually starts out with making educated guesses and assumptions of what you think the customer segment wants. However, you are not the customer. It is vital you test the hypotheses in the market. Only validation will ensure a robust foundation of the NPD before going into the design and build phase.
ISMA 9 - van Heeringen - Using IFPUG and ISBSG to improve organization successHarold van Heeringen
Introduction to the International Software Benchmarking Standards Group and 3 cases in which function points together with ISBSG data really resulted in business value:
- Reality check of an estimate made by experts
- Assessing the competitive position of a department
- Selecting a single software supplier
Siebel Analytics in IBM: Building a Sense & Respond Solutionpoore120
Siebel Analytics in IBM:Building a Sense and Respond Solution. Presented at 1) Siebel User Week 2004 San Diego, and 2) Siebel User Week 2005 Barcelona.
Module Three Exercises 2BA 1200 Foundations of Business.docxroushhsiu
Module Three Exercises
2
BA 1200 Foundations of Business
Module Three Exercises
Student First and Last Name
Date Submitted
Application Paper
Chapter 9
You will apply the Chapter 9 major concepts to the video or project: continuous process, just-in-time inventory control, lean manufacturing, operations management, production management, quality. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Chapter 17
You will apply the Chapter 17 major concepts to the video or project: accounting, annual report, assets, balance sheet, cash flow, financial statement, income statement, liabilities, statement of cash flows. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Chapter 18
You will apply the Chapter 18 major concepts to the video or project: budget, debt financing, equity financing, financial management, operating budget, venture capital. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Bonus Chapter A
You will apply the Bonus Chapter A major concepts to the video or project: business law, contract, product liability. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Bonus Chapter B
You will apply the Bonus Chapter B major concepts to the video or project: business intelligence or analytics, information systems, Web 2.0, Web 3.0. Type your answers in here. Simply type directly over the instructions and begin your paper. Your work must be 10-15 sentences in length, and you must apply all chapter major concepts completely and correctly. All work must be in your own words and may not be copied from another source.
Construction Management Jump Start
Chapter 6
Estimating Project Costs
*
Chapter 6
Estimating Project CostsThis chapter introduces you to how estimates are used in constructionWhat factors influence costsWhat makes up an estimateHow costs are estimatedEstimating techniquesWhat contributes a quality estimate
*
What Is An Estimate?An estimate is an educated guessThe estimate is a summary, based on the best information available, o probable quantities and costs of materials, labor, eq ...
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The State of AI in Insights and Research 2024: Results and FindingsRay Poynter
This presentation from Ray Poynter of NewMR shares the findings from the latest NewMR study.
The study looks at the use of Artificial Intelligence in insights and research, including a deeper dive into the topic of Synthetic Data.
Find out how many people are using AI, how many are testing it, what they are doing, and what people think about Synthetic Data.
And, hear about where AI and research might be in two year’s time.
Listen to the recording of this presentation via NewMR.org/Play-Again, and also access other presentations from NewMR on all things market research, insight, and AI.
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This presentation was delivered as part of the NewMR 'State of AI and Insights 2024' webinar event, April 2024.
This presentation highlights the expanded range of tools available from ResearchWiseAI – an AI tool that summarises research findings from surveys.
Questions for the team? Email us at support@researchwiseai.com or visit our website: https://researchwiseai.com/
Visit NewMR.org/Play-Again to listen to this presentation recording , and access the other presentation in this webinar event.
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This presentation is Part 1 of 2.
Join us as we explore how Artificial Intelligence can be used to supercharge your qualitative research.
Enjoy two presentations, the first (this presentation) is shared by Ray Poynter from NewMR, who is looking at AI and Qual: The Story So Far.
The second presentation, Part 2 of 2 is from Fastuna and Yasna, and shows how Yasna can be used to create AI-powered interviewing. Their presentation is called 'AI-powered interviewing: Best practices from Yasna'.
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Join us as Ray Poynter of NewMR presents the latest updates from NewMR’s study into the state of insights. This is the third wave in an ongoing series, where NewMR checks on topics such as:
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- What are their main worries?
Ray will present the latest findings in the context of the two waves from 2023.
Ray will also present information about the skills people are seeking to learn and their preferences for face-to-face events.
We will also share a link for you to download the NewMR report into Optimism in the insights and research ecosystem.
In the final section of the webinar, Ray will illustrate how he used the AI-powered ResearchWiseAI tool to kick start his analysis.
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Presented by Daniel Fazekas, Bakomo Social.
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To listen to the presentation, and access the recording, visit NewMR.org/Play-Again
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This presentation is part of the Story Time: Narrative Research forum event, hosted and produced by the Irrational Agency and NewMR, bringing together leading proponents of commercial narrative research across disciplines, to share how organisations can use story to generate unique and impactful insights.
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Tech for tech’s sake? Learnings from experiments with AI in consumer research
Stefan binner advanced quant - 2011
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Advanced
Quant
Techniques
July
14,
2011
ACBC
Case
Study
Stefan
Binner,
bms
marke;ng
research
+
strategy
2. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
ACBC Case Study
Stefan Binner
Advanced Quant Webinar - July 14, 2011
3. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
In 2009 Sawtooth Software launched ACBC
(Adaptive Choice Based Conjoint)
As many researchers we expected a new “power tool” and increased value
for our projects.
Following presentation report our experience illustrated with base case from
a commercial study…
4. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Case Study: Background
ü Chemical Product for DIY market
ü 14 attributes including price, many non compensatory
attributes
ü Difficult to find target group (“Moonlighters”)
=> small sample N=200
ü Objective: Product development & identification of best USP
ü No focus on price
5. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
“Unacceptable” Questions “Must-‐Have” Questions
Build
Your
Own
Section
Screening
Section
(Respondent answers 6 screens like this)
Choice
Tasks
Interview Progress
Design Considerations
ACBC
6. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Case Study:
13
8
4
3
18
6
3
3
6
mixed
7. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Given by the nature of
the project – required by
customer
8. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
8 x 3 = 24 concepts
seen as sufficient
(interview length!)
9. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Less than suggested by
Sawtooth.
Intention: to avoid too
many MH or UA
10. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Less than suggested by
Sawtooth
(Interview lengths!)
11. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Used
Sawtooth
recommendation
12. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes w/o price
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Screen Size Limitation
Complexity
13. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
More than suggested
by Sawtooth
14. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
ACBC Parameter Settings
Parameters
Number of Attributes
# of Screening Tasks
# of Must Haves
# of Unacceptables
Max. # of Concepts in Choice T
# of Calibration Concepts
# of Concepts / Screening task
Min. Attributes to vary from BYO
Max. Attributes to vary from BYO
BYO Modification Strategy
Case Study
13
8
4
3
18
6
3
3
6
mixed
Sawtooth
recommendation
15. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
Prohibitions
Initial prohibitions led to huge design problems
No Standard Tool to “test design efficiency” in ACBC
=> Be careful and avoid as possible
" Only one prohibition was used
16. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
Price Attribute
v Price range +/- 50%
v Rounded to 99 cents
v Prices was used in unacceptable section
v Level Prices for selected attribute levels were used in 7 of
13 non price attributes
17. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Design Considerations
Holdout Tasks
§ No easy holdout tasks like in CBC
§ Calibration concept no substitute for holdout tasks
§ Possible Solution:
Use one random tournament question as holdout
18. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Pre Testing
N = 20 Pretest
§ Internal Pre-Test indicated too long and complex interviews
§ Real Pre-Test were promising: respondents liked the
questions and found good sense in them
§ => we increased the number of questions slightly
19. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Field Work
N = 200 face-to-face CAPI
§ Good response
§ Happy respondents
§ Relevant questions
§ Positive feedback
§ Average duration around 30 minutes
20. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Utility Values
§ Individual level utilities calculated with HB
§ All results met common sense expectations
§ Some surprises and hints for segmentation
-100
-80
-60
-40
-20
0
20
40
60
80
100
21. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Price
§ Linear price function result in very large price interval with
only few data points at the end of the interval
(base price + all possible level prices +/- 50%)
§ Use of piecewise price function with 5 data points
§ Check data! (get_acbc_prices.exe tool)
§ Rather flat price elasticity which needed calibration
22. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Price
§ Due to the large interval price the IMPORTANCE of might
gets over-estimated
0
5
10
15
20
25
30
35
Att1
Att2
Att3
Att4
Att5
Att6
Att7
Att8
Att9
Att10
Att11
Att12
Att13
Price
23. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Price
§ Despite non price focus of project a calibration of PRICE
ELASTICITY seem to be necessary
0
10
20
30
40
50
60
70
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14 P15 P16 P17 P18 P19 P20 P21 P22 P23 P24
24. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Simulations
§ Base Case scenario tuned to current market shares
§ Best attribute levels search based on Profit Contribution
modeling
§ Product optimization
§ Product range optimization
25. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Example for Product Optimisation
20
30
40
50
60
70
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12 P13 P14
0,25
0,5
0,75
1
1,25
1,5
SOP BC
SOP IMP
PC1 BC
PC1 IMP
SOP PC1
26. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Results
Benefits of the Study
§ Definition for new product development
§ Improvement of package design
§ Optimization of Product range
27. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Lessons Learned
ACBC Pro
§ Intuitive to clients
§ Realistic and relevant interview for respondents
§ Smaller sample size possible
§ Reliable results
28. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Lessons Learned
ACBC Con
§ Price range definition
§ Lack of Alternative Specific Designs
§ Danger of prohibitions
§ Measurement and simulation of price elasticity
29. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Limitations
No Alternative Specific Designs
Limited Graphics
Flat price elasticity
Lack of experience
Difficult design decisions
Model Scenarios
Complex product features and options
Non-Compensatory Attributes
Many Attributes
Small Sample Available (CPI, B2B)
Deeper insights on individual level
Markets
Industrial
B2B
Durables
Conclusions
ACBC Application
30. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
A new tool in the
MR Toolbox!!
CBC ACA M-DCVA
ü Rarely used
ü Traditional
ü Not CJ
ü M. Attributes
ü Efficient
ACBC
ü Attributes ++
ü Non compensatory
ü Realistic interview
ü Weak on pricing
ü Individual level
ü Small sample
ü Mostly used
ü Full Profile
ü ADM
ü Strong for Pricing
ü Ind. level (HB)
ü IIA
ü Adaptive
ü Attributes++
ü Weak on Pricing
ü Ind. Level
According to the latest “Report on
Conjoint Analysis Usage among
Sawtooth Software Customers” 9% of
all projects are done with ACBC
31. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Ü ACBC study was great
success
Ü ACBC is intuitive to
clients and respondents
Ü ACBC will not replace
CBC or other methods
but it will become an
additional tool
So what?
32. Stefan Binner, bms-marketing research + strategy, Germany
NewMR Advanced Quant Techniques, July 14, 2011
Questions ?
Stefan Binner
bms
Sue York
The Future Place