Why You Should Be Using Conjoint Analysis

Why You Should Be Using Conjoint Analysis

If you crave a deep understanding of why your customers choose one product, concept, or message over another, you might be thinking that deep-dive qualitative research is best. Possibly it is, but you should also be considering a research method at the opposite end of the spectrum: conjoint analysis. Conjoint analysis is one of the…

Choosing Your Top Three Messages with TURF

Choosing Your Top Three Messages with TURF

Last week we wrote about the optimal number of benefits, features, or claims you should make in your marketing materials.  Research shows that three maximizes the impact because it aligns with a buyer’s sense of data sufficiency.  Going beyond three invites skepticism because it reminds buyers that the message is “just marketing,” not information. So…

New Methods and Resolutions for 2014

New Methods and Resolutions for 2014

Versta Research’s winter newsletter comes out next week, which will focus on some new approaches to faster (and cheaper) market research.  In the meantime we have been thinking a good deal about where to invest in new methods and innovation during the coming year so that we continue to make our work better and smarter…

Conjoint Analysis Helps Apple Win $1B in Lawsuit

If you ever have trouble convincing your managers and executives about the value of market research, tell them this:  The one billion dollar settlement that Samsung will pay Apple for patent infringement was based on a carefully designed market research study using conjoint analysis. According to colleagues at Sawtooth Software, a company that develops the…

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Better Charts for MaxDiff Data

The New York Times is one of the few organizations trying to push our industry further in developing better data presentation and visualization techniques.  Sometimes they do a good job, introducing rich, informative, engaging, and interactive charts that would make even Edward Tufte, the contemporary pioneer in data visualization, proud.  Sometimes they do a not-so-good…