Conjoint Analysis Plus (Cross Category, Emotions, Pricing and Beyond)

The field of consumer research has evolved into two distinct forms of testing and experimentation. Testing uses consumer responses to judge the performance of test stimuli, which characteristics drive the strong or poor performances. The goal of experimentation is to make the “drivers” easy to discover for the Consumer Explorer. One methodology that explains the implementation of experimental design is conjoint analysis. Conjoint analysis aims to measure the influence of elements (parts of total idea) in a trade‐off situation with the use of experimental design frameworks. This chapter focuses on the conjoint plus approach, an upgrade of a tried‐and‐true conjoint analysis. The authors show that the real keys for the success in finding new and high‐value ideas depend on the “open‐mind model” as well as a “well‐designed study”. This chapter explains how the conjoint plus shows the use of cross‐pollination of elements and capturing new metrics beyond hedonic scales and purchase intent.