Emotional conjoint: Conjoint adapted to simulate impact of 'response' to brand communication

Amit Dogra
Michael Fox
Bottom Line Analytics
Samy Mardolker
ORC International

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:

  1. Testing products developed in the west 'as is', to
  2. Gradually moving to 'tweaking' them to Asian markets, to
  3. 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.