Tom H. C. Anderson - Next Gen Market Research

This week Conjoint and Discrete Choice are on my mind. I read somewhere recently that about 300 such studies are done in the US each year. Not too many I would say.

Made me wonder what proportion of market researchers have ever conducted a conjoint, and among those that do use them what the most popular method is? It seems our clients often prefer to use whichever technique they already have experience with.

Sawtooth is obviously the leader in this field. Surprisingly other larger analytics software providers haven’t seemed to challenge them much. Sort of surprising, especially since the math doesn’t seem too difficult.

Tom