New conjoint approaches to scaling brand equity and optimising share of preference prediction
Hervé Guyon
Université Paris-Sud, UMR-S 1178, Paris, France
Jean-François Petiot
IRCCyN, UMR CNRS 6597, Ecole Centrale de Nantes, France
Introduction
Controlling product innovation risks and reducing innovation cycles demand valid and fast measurements of customer preferences, to determine which new products are attractive. Preference measurements also help in predicting market share and reduce the risk of flops. One of the most widely applied methods to model consumer preferences is conjoint analysis (Green & Rao 1971; Chakraborty et al. 2002).
In conjoint analysis, two main families arise...