Idea generation is may be undertaken through blue sky workshops. For example, a study of consumers’ ‘financial dilemmas’ produced ideas such as 100 year mortgages and micro-portfolios, as well as suggested communication and advice strategies.
The ‘ingredients’ of a new product or service may be understood, but not the optimum mix. Conjoint is the key quantitative technique which allows consumers to ‘build up’ an ideal product by permuting attributes according to defined rules
The results can be used to play ‘what if’ games and to identify the likely appeal of any combination of attributes, both to the target market as a whole and to specific market segments. This is achieved through micro-modelling the appeal of a given offer to each respondent and then combining results across the sample
We have considerable conjoint experience e.g. redesigning the features of credit cards; package holidays and hotel services