Market share predictions: a new model with rating-based conjoint analysis

Conjoint Analysis (CA) is a technique heavily used by industry in support of product development, pricing and positioning, and market share predictions.

Market share predictions: a new model with rating-based conjoint analysis

Hervé Guyon

Université Paris Sud

Jean-François Petiot

Ecole Centrale de Nantes

Introduction

In today’s highly competitive market, developing new products able to satisfy consumer needs and preferences is a very important issue. Shortening innovation cycles has now become a key challenge to both company growth and profitability. Risk control in product innovation and the reduction of innovation cycles require valid and rapid customer preference measurements in order to identify new products for preference maximisation. Preference measurements can indeed help with predicting market share and reducing the risk of product failure...

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