ImproveFit <conjoint analysis>
Prior knowledge of customer preference allows our clients to design new products and services that best fit the needs and expectations of the targeted segments.
Customers have different needs and expectations, understand the product features and benefits, and are able to give good indications of their preference, even if the actual product does not exist yet.
Based on the decomposition of given products in features that are relevant to customers and can be then easily translated into production features, and on the analysis of customer preference, we can offer our clients the possibility to see how would the preference for a new product evolve, if one or more features of the product changed. ImproveFit's approach is conjoint based preference or choice modelling of product features, and simulation based approach to optimisation.
Mercury Research has extensive experience with conjoint studies, being the first company to ever run such a study on the Romanian market in 1998. Ioan Simu has published the first article on conjoint analysis in Romania: Conjoint Analysis: quantitative method for preference modeling in Revista de Cercetari Sociale, year 6, no. 1+2, 1999, Bucuresti, pp. 79-98.
Our experience with conjoint surveys includes more than 60 studies in the past 10 years, on various sectors such as financial, telecom, FMCG, healthcare.
Our team has been trained at international standards: AMA - Advanced School of Marketing Research - Experimental Design for Conjoint and Discrete Choice Modelling, Conjoint Analysis Seminar - Skim Software Division, Rotterdam, Practical Multivariate Analysis – Burke Institute, USA.
Read more: Conjoint Analysis: quantitative method for preference modeling
