Emotional conjoint: Conjoint adapted to simulate impact of 'response' to brand communication
Introduction and context
Lately, Asia is increasingly becoming the hotbed of early innovation activity from ideation to concept screening. From a market research perspective, the innovation process has seen a shift from:
- Testing products developed in the west 'as is', to
- Gradually moving to 'tweaking' them to Asian markets, to
- Now, focussing on 'Asian' inspired innovation when the opportunity provides.
This focus on Asian inspired innovation fuels the need to evaluate multiple combinations of product features and messaging options before a winning go-to-market offer is identified.