12-12 |
A smart conjoint tool for optimization and consecutive validation of optimal product concepts |
L. SAVANT1, G. J. Stucky2, D. C. Plaehn1, and D. S. Lundahl1. (1) CAMO Smart, PO Box 1628, 1600 S.W. Western Ave., Ste. 320, Corvallis, OR 97339-1628, (2) CAMOSmart, 1600 SW Western Blvd., Ste. 320, Corvallis, OR 97333 Conjoint methodology is used to study the joint effects of multiple product features on consumer attitudes. In Conjoint consumers rate the relative value of various concepts (factor combinations) incorporating trade-offs, as in normal consuming situations. Data analysis yields predictions of optimal product concepts for consumer profiles by assessing the weights consumers assign to various factors underlying their decisions. Conjoint response data is traditionally analyzed after completion of data collection. However, this means that predictions cannot be validated until the next data collection cycle. A smart Conjoint tool for optimization and validation within the same data collection phase is presented to overcome this problem, along with a case study. Smart Conjoint incorporates a unique data processor called the Knowledge Processing Unit (KPU), which allows relative importance values or utilities for each consumer to be automatically generated after they have responded to a series of designed concepts (factor combinations). The KPU processes sets of utilities and applies a simulation algorithm to return a "prediction set" of concept statements, to best achieve an a priori goal such as maximizing purchase intent. This "prediction set" is saved and displayed back to consumers as new concepts, permitting optimization and validation of optimal product concepts within the same data collection phase. A conjoint survey on a product concept for Shortbread cookies using smart Conjoint is presented. Consumers evaluated combinations of 4 factors (2-4 levels per factor), including product description, slogan, price and graphical image. Presentation of KPU generated concepts after experimental design concepts, allowed for prediction and consecutive validation of optimal product concepts. Smart Conjoint helps researchers to not only determine what people value most in their products, but also to validate the research results in order to more successfully tailor marketing programs to various market segments and redesign or create new products for those segments.
Session 12, Sensory Evaluation: Methods and consumer testing
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