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

Amit Dogra, Michael Fox and Samy Mardolker

This paper discusses ways of combining product testing and marketing message testing in Asia. Commonly, product testing is undertaken, followed by messaging research, but this is inadequate as is does not allow for optimisation.

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

Amit DograVisaMichael FoxBottom Line AnalyticsSamy MardolkerORC 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...

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