Regressing customers’ overall satisfaction on their satisfaction scores with the individual processes (attributes) that make up the experience is a common method to identify those processes that have the largest impact on customers’ net impressions, or “drivers”. Occasionally the results include some negative coefficients for one or more of the …
Conjoint Analysis – Part 2
Apple recently won a major patent infringement lawsuit over Samsung for adopting key aspects of Apple’s smart phone and tablet technology and incorporating them into Samsung products. What wasn’t widely reported was that a key part of that decision was a marketing research technique called conjoint analysis. There are two …
Conjoint Analysis – Part 1
Conjoint analysis was first introduced to the marketing world in 1969 and has become a popular method for understanding which aspects of a product, customers like and don’t like. It is now considered an essential tool in product design, as it tells product developers which attributes of a product are …
Getting the Most Value from Marketing Research – Part 2
Continuing our recent post on Getting the Most Value from Marketing Research, below are the three remaining steps to improving your organization’s return on marketing research expenditures. The third step is to determine the actual value of the decision, for example, how much can the organization lose, or lose out …
Getting the Most Value from Marketing Research
The pressure continues to grow for each phase of an organization’s operations to demonstrate how it contributes to the bottom line financials, and perhaps even in quantitative terms such as ROI. Marketing has often gotten something of a pass on this, since the ROI of advertising or event sponsorship can …
