{"id":985,"date":"2011-03-30T10:03:00","date_gmt":"2011-03-30T10:03:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/03\/30\/un-paso-mas-alla-del-conjoint-menu-based-conjoint\/"},"modified":"2011-03-30T10:03:00","modified_gmt":"2011-03-30T10:03:00","slug":"un-paso-mas-alla-del-conjoint-menu-based-conjoint","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/un-paso-mas-alla-del-conjoint-menu-based-conjoint\/","title":{"rendered":"One step beyond Conjoint: Menu Based Conjoint"},"content":{"rendered":"

<\/a>One of the most widely used market research tools to determine consumer preferences and purchasing attitudes is \u201cConjoint Analysis\u201d.<\/span><\/b><\/span><\/p>\n

Since its first development over 40 years ago, Conjoint techniques have continually evolved to better reflect the trade-offs<\/i> of the consumer when making a purchase decision. With the appearance of Choice Based Conjoint and Adaptive Conjoint, the technique became \u201cpopularized\u201d and improved in reflecting consumer purchasing decisions.<\/span><\/b><\/span><\/p>\n

We are currently introducing a new type of conjoint analysis: Menu-Based Conjoint (MBC).<\/span><\/b><\/span><\/p>\n

Tuesday, 10am and you still haven't decided which mobile phone you're going to get next. \u201cSomething simple perhaps, not too expensive. Of course, in these times, \u201cHow could I not have a smartphone? With or without a data plan?\u201d you'll have to think about it more carefully.<\/span><\/i><\/span><\/p>\n

At the office you are desperately looking for information on a possible upgrade to your PC: (RAM, hard drive, processor, motherboard\u2026). \u201cA laptop would be best so I can take it to meetings. A laptop? No, I had a lot of problems with repairs last time and prices haven\u2019t gone down lately.\u201d<\/span><\/i><\/span><\/p>\n

It\u2019s lunchtime and you go as usual to the bar closest to the office: 4 menus to choose from and two of them have vegetables. \u201cI hate vegetables. Even if I had to pay double I would never choose either of these two menus.\u201d Finally you end up with a combination plate. <\/span><\/i><\/span><\/p>\n

It's 7pm and before you get home you stop by the dealership to ask for more information about the \u201cPolo\u201d you've thought of giving to your daughter. And... which trim would be better? Advance, Sport, GTI, Blue Motion, Cross, 2 doors, 4 doors?... And that's not all, the dealership also gives you a discount if you insure your new purchase with their company's insurance company. Which also offers you several options. \u201cToo much information for the time of day. I'd better get out of here.\u201d <\/span>I take all the paperwork, I look, review, compare, compare and compare.\u201d<\/span><\/i><\/span><\/p>\n

<\/p>\n

\n

I don't think we've ever been so alien to a "day" like the one we just read about. The market is offering more and more options, combinations and personalized packages.<\/span><\/p>\n

Many times, in everyday life, <\/span>The consumer is faced with situations like this. Therefore, it is really important to know our customer and to know how they decide and why they would be willing to pay more and why less. <\/span><\/p>\n

Although CBC remains the preferred method for modeling consumer choice behavior, it is less appropriate for modeling consumer willingness to pay for extra features of a product, i.e., In those cases where the client has the possibility of customizing the product according to their preferences<\/b>.<\/span><\/p>\n

There are more and more examples of this on the market. customizable products according to consumer preferences<\/b>: computers, cars, insurance policies, banking products, Internet and mobile rate offers and much more.<\/span><\/p>\n

Given these scenarios, the need arises for a analysis model that describes consumer behavior during the creation of a product and its possible characteristics within a menu of options. <\/b><\/span><\/p>\n

The challenge is to model these options correctly and turn them into information that helps brand managers understand the trade-offs consumers make when new options (or \u201cextras\u201d) are introduced and when they are no longer available.<\/span><\/p>\n

The \u201ctraditional\u201d CBC consists of several screens in which respondents must choose the preferred options among different \u201cclosed\u201d product alternatives. The focus is on designing a set of multiple products (created from the combination of factors and attributes) that respondents must rank or choose.<\/span><\/p>\n

On the other hand, in the MBC, the interviewee can see the complete menu offered and what it entails: Price, possibility of adding or not some other component, price variations, quantity, quality and appearance of the items...<\/span><\/p>\n

The Menu Based Conjoint design is personalized and allows the respondent the opportunity to choose various features of a \u201cmenu\u201d to build his or her own preferred product.<\/span><\/b><\/span><\/p>\n

Additionally, respondents can choose from \u201cnone\u201d to multiple menu items.<\/span><\/p>\n

\"\"<\/a><\/p>\n

\n

Therefore, we can affirm that the Menu Based Conjoint may be more suitable for studies <\/b>In which not only do we want to analyze and determine preferences for standardized products but also It is possible to incorporate new products and\/or additional or extra services. <\/b>In MBC the interviewee takes a more proactive role in product design (allows the ability to choose or eliminate extra features or services from the product).
<\/span><\/p>\n


<\/span><\/p>\n

Julia Agull\u00f3 Samaranch <\/span><\/span><\/p>\n

Project Manager at Hamilton<\/span><\/span><\/p>\n

\n

<\/span><\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

One of the most widely used market research tools for determining consumer preferences and purchasing attitudes is conjoint analysis. Since its initial development over 40 years ago, conjoint analysis techniques have continually evolved to better reflect consumer trade-offs when making a purchasing decision. With the [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nUn paso m\u00e1s all\u00e1 del Conjoint: Menu Based Conjoint -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/en\/un-paso-mas-alla-del-conjoint-menu-based-conjoint\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Un paso m\u00e1s all\u00e1 del Conjoint: Menu Based Conjoint -\" \/>\n<meta property=\"og:description\" content=\"Una de las herramientas de investigaci\u00f3n de mercados m\u00e1s utilizadas para determinar las preferencias y actitudes de compra de los consumidores es el \u201cConjoint Analysis\u201d. 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