Market share predictions: a new model with rating-based conjoint analysis
Hervé Guyon
Université Paris Sud
Jean-François Petiot
Ecole Centrale de Nantes
Introduction
In today’s highly competitive market, developing new products able to satisfy consumer needs and preferences is a very important issue. Shortening innovation cycles has now become a key challenge to both company growth and profitability. Risk control in product innovation and the reduction of innovation cycles require valid and rapid customer preference measurements in order to identify new products for preference maximisation. Preference measurements can indeed help with predicting market share and reducing the risk of product failure...