Conjoint measurement and real options. Combining methods for a successful new product launch (practical approach)

Marek Dietl and Rados?aw Rejman

The authors of this paper argue that a combination of conjoint analysis and real option valuation can improve the forecasts of a new product’s success.

Conjoint Measurement and Real Options

Combining methods for a successful new product launch (practical approach)

Marek Dietl Consultant, Simon, Kucher & Partners, Poland

Radosław Rejman Consultant, Simon, Kucher & Partners, Poland

PREFACE

In recent years, conjoint analyses (together with other multi-dimensional statistic methods) have become a standard tool kit in many areas of market research. At the same time, the real option approach has become a widely recognised and applied methodology, if not a standard valuation tool. Both methods are commonly used and yield very good results in the areas of new product development. The first methodology –...

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