New conjoint approaches to scaling brand equity and optimising share of preference prediction

Ratings-based conjoint analysis suffers two problems: the distortion raised by consumer perceptions of brand equity, and the lack of efficiency of probabilistic models for estimating preference shares.

New conjoint approaches to scaling brand equity and optimising share of preference prediction

Hervé Guyon

Université Paris-Sud, UMR-S 1178, Paris, France

Jean-François Petiot

IRCCyN, UMR CNRS 6597, Ecole Centrale de Nantes, France

Introduction

Controlling product innovation risks and reducing innovation cycles demand valid and fast measurements of customer preferences, to determine which new products are attractive. Preference measurements also help in predicting market share and reduce the risk of flops. One of the most widely applied methods to model consumer preferences is conjoint analysis (Green & Rao 1971; Chakraborty et al. 2002).

In conjoint analysis, two main families arise...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands