The Trade-off Model and its Extensions1

Dick Westwood
Tony Lunn

and
David Beazley
Then Research Bureau (Research International) Ltd

Foreword

INTRODUCTION

The main objective of this paper is to discuss the Trade-off Model a new approach to understanding and measuring consumer value systems and to illustrate some ways in which it is being applied to marketing problems. Tradeoff is, or course, only one of a number of theories and models which are being used increasingly in market research. Indeed the whole area of modelling is developing at a rapid pace and is, in the process, generating a certain amount of misunderstanding and controversy. A review of the 'state of the art' would go beyond the scope of this paper; in any case, comprehensive overviews can be found in books edited by Nicosia (1977) and Hughes (1974). We do however preface our discussion of trade-off with a few general points based upon practical experience over the past few years.

Definitions