using conjoint analysis to shape the message
Michael LiebermanMultivariate Solutions
Conjoint analysis is in the 'trade off' family of market research techniques. It has proven to be profoundly useful in the market research field to help marketers shape new products, determine maximum levels of product enhancement, and predict market share. In addition, conjoint analysis can be used to identify the best advertising message by revealing the features that are most important in product choice.
Essentially, tradeoff analysis allows the researcher to throw all of his or her options such as various product features, price ranges, brand names,...