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One step beyond Conjoint: Menu Based Conjoint

One of the most widely used market research tools to determine consumer preferences and purchasing attitudes is “Conjoint Analysis”. Since its first development more than 40 years ago, Conjoint techniques have evolved...

“Brandempathy” or the need to humanize the brand

I really like how Joël Desgrippes talks about brands when he says that “a brand is not only about visibility and the functions of a product, but it is about connecting emotionally with people in their daily lives.” And even more so when he says that...
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