How to Design a Conjoint Study That Actually Reflects Customer Behavior
Most conjoint studies don’t fail because of bad methodology. They fail because they don’t reflect how people actually make decisions. On paper, the design looks solid—clean attributes, balanced levels, well-structured, and logically designed. But once results are applied in the real world, things don’t match. Products don’t perform as expected. Pricing misses the mark. Feature […]
Why Most Conjoint Studies Fail (And How to Get Actionable Results)
Conjoint analysis is one of the most potent instruments in market research. It can indicate the exact level of importance a customer assigns to a particular feature, how they balance the price-quality ratio, and the product configuration that will dominate the market. Nevertheless, teams regularly end up with results they are unable to utilize, findings […]
Growing your Business by Expanding your Capabilities and Capacity: Data Analytics Talent Strategy: In-House Team, Consultants, or Both?
Getting your analytics talent strategy wrong doesn’t just cost money. It slows decisions, weakens execution, and quietly erodes your competitive edge. Market Research firms or Corporate Insights teams know the risks can be especially high for the business and the people involved. Many top executives are struggling with this kind of decision in almost every […]
What?! Causal Drivers from Cross-Sectional Survey Data. How? (LiNGAM)
How often do we as researchers want to attribute causality to what we know is just correlational? It can be so easy to mix up correlation with causation! And in our industry we do driver analyses so often. The mix-up is easy: for example, ice cream sales and drownings both increase during summer, but it […]
Extending the Value of Attitudinal Segmentation Through Data Fusion and Lookalike Modeling
Most discussions around data fusion and lookalike modeling start with improving predictive accuracy—better features, better models, better performance. At AT, we approach the problem differently. Our work begins with attitudinal segmentation. These segments capture how people think, what motivates them, and why they behave the way they do. In practice, this type of segmentation delivers […]
MaxDiff vs Conjoint: When and Why to Use Each Method
Across the last year, I have had many opportunities to help my clients not only choose between MaxDiff and Conjoint but to understand why its the best choice. This way my clients are equipped to have a productive conversation with their clients and be an expert in that conversation. Several times, MaxDiff has been the […]