The difference between 'less bad' and 'much better': Helping conjoint to live up to its promises by leveraging 'behavioural economics'

This ESOMAR paper looks at how to integrate behavioural economics insights with conjoint analysis, thereby making predictions more valid while maintaining the core advantages of conjoint analysis.

The difference between 'less bad' and 'much better': Helping conjoint to live up to its promises by leveraging 'behavioural economics'

Florian BauerVocatus, Germany

Preface

Recently, market researchers have become increasingly interested in integrating insights from 'Behavioural Economics' into their traditional research approaches. However, this was pretty much restricted to an inductive transfer of selected insights into designs and questionnaires on a case-by-case basis.

Moreover, there was no systematic merging of these insights with the classical blockbuster tools of market research. Conjoint analysis is definitely such a blockbuster tool and probably the one with the most advanced analytical basis. What...

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