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