Conjoint.ly - Brand-Specific Conjoint Analysis скачать в хорошем качестве

Conjoint.ly - Brand-Specific Conjoint Analysis

Learn more: https://conjoint.online/products/bran... Brand-Specific Conjoint is a discrete choice method for markets where potential product characteristics vary across brands or SKUs (it is commonly the case in FMCG, telco, home appliances, and tech). Technically known as choice-based alternative-specific/labelled conjoint design, it is used for: ● Feature selection for new or revamped products. ● Pricing your product, taking into account competitors' offerings and pricing. ● Testing branding, packaging and advertising claims. ---------------------------------------------------------------------------------------------------- [Video Transcript]🎥: Hello from Conjoint.ly. Let’s talk about Brand-specific Conjoint. It is our most commonly used methodology that can help you select product features, packaging and claims, as well as gauge revenue-optimising pricing in a competitive context. This method is commonly used for FMCG or CPG products as well as any other scenarios with competitive offers. In this video, we will show you how to use Brand-specific Conjoint in three steps, starting with the set-up. 1️⃣ First, imagine you want to find optimal features and pricing for a new variety of moisturisers. This is already a saturated market with existing competition, so we must take current offerings into account. You can start by specifying the attributes and levels that you would like to test in the experiment, including SKU names, price levels, claims, features, and pack shot images. In this section, you will need to insert all the levels offered on the market, including your own and competitor levels. Next, you will set up applicability of levels across SKUs. For example, for competitors, you can specify the levels they are currently offering, for your own new product, you can allocate the levels you are considering offering to the market. Conjoint.ly allows you to customise respondent interface, select your own audience or source panel responses from us, advanced settings (such as prohibitions, set up redirects, run the survey in multiple languages), and insert other question types. 2️⃣ Second, respondents will be given a choice of approximately four SKUs as well as a “none of the above” option. Each SKU is comprised of a combination of the features and prices you specify in the set-up. Each respondent will be shown approximately 12 screens with different SKUs to choose from. 3️⃣ Third, Outputs. ● The most important output of brand-specific conjoint is the simulator, where you supply “what-if” market scenarios and get estimates of shares of preference for different SKUs. For example, you can set up your current market scenario and then check what happens if you introduce a new product. You can simulate what happens to market shares if you vary features of the new product. The tool can also help you assess price elasticity of demand and find optimal features. If you want to learn more about using the simulator click on the link below. ● You will also have access to standard conjoint outputs, such as: relative performance of brands, considering their best variants; relative importance of attributes, in customers’ decision-making process; relative performance of levels, which helps you pick the best features for specific SKUs and brands; ranked list of product constructs showing different combinations of feature levels ordered by consumers’ preference. Conjoint.ly reports are segmentable by consumer characteristics, such as information provided from panel profiling, what they say in response to additional questions, screening questions, and variables that you upload. Thank you for watching. Feel free to contact us for a chat about your conjoint project.