"If the statistics are boring, you've got the wrong numbers" - Edward Tufte
Using Analytics to get under the skin of the customer.
We love data. More importantly, we love analysing it and shaping it to create engaging stories within the context of your specific category. Our in-house analytics experts mean we can extract more juice from your data.
Conjoint & Max Diff
Trade-off techniques are powerful and realistic tools for marketing decision making
Advantages of trade-off methods:
1. Uncovers real or hidden drivers which may not be apparent to the respondent themselves.
2. Estimates psychological trade-offs that consumers make when evaluating several attributes together
3. Realistic choice or shopping task
4. Measures preferences at the individual level
5. The ability to model interactions between attributes can be used to develop needs based segmentation
We provide a suite of different conjoint and trade-off techniques to suit your needs, from the simple to the complex.
MAX DIFF – To uncover what people REALLY think rather than what they SAY they think. Max Diff is an effective way to understand preference and importance for multiple items. Max Diff is typically used for claims research (for packaging, PR or advertising) and to understand drivers of purchase/importance.
View our Max Diff newsletter here
STANDARD CONJOINT - This is perfect if you have a number of attributes and levels to test at different prices. It can determine how people value different attributes (feature, function, benefits) that make up an individual product or service. The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent choice or decision making. Conjoint is a great tool for NPD and to inform the best pricing strategy.
BESPOKE HIGH-END CONJOINT – Impact has the expertise and capabilities of stretching the analysis of conjoint to create highly bespoke solutions to produce category simulators that get closer to predicting changes in market share, revenue and profit as a result of different strategies.