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10 Conjoint Do's and Don'ts: Consider Qualitative Research at Outset

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Here's tip #1 from our 10 Conjoint Do's and Don'ts: Do consider qualitative research at the outset.


Conjoint analysis continues to be one of our most requested market research solutions — and for good reason.

Conjoint can help you get better results in all these ways:

  1. Launch better products
  2. Design better packages
  3. Set better prices
  4. Define better segments
  5. Execute better campaigns

However, conjoint isn't easy and there are many pitfalls and challenges that beset even the most experienced research and marketing professionals.

So, after many requests, we've assembled 10 Conjoint Do's and Don'ts that will put you on the path to success with your next conjoint study.  Here is #1.

#1 — Do Consider Qualitative Research at the Outset

In conjoint research, if the right features and options are not available, the results are very limited. So, beware if you design your study without prior exploration.

To remedy this, you should strongly consider the use of qualitative research — like online communities, focus groups, and social media mining — to identify new features or attributes that should be included in your conjoint study. This expands your innovation options.

Let's consider two ways that qualitative research can improve your conjoint study: product exploration and customer environment.

Product Exploration

When products, concepts or features are not well defined, qualitative research can help. For example, you can explore the complaints that customers have about your current product or those of your competitors. You can ask them about features they would most like to add (or remove) from products in your category. You can also dive deeply into the features, benefits or marketing messages that are confusing to your customers.

Customer Environment

It is dangerous to assume that you truly understand the environment in which your customers research, buy and use your products. What are the problems, needs, frustrations, and rewards that customers encounter when they use products in your category? Are they using your product in unique and different ways that may open your eyes to new innovation opportunities?

The lesson here is clear: stop, listen and learn. Do not assume you really understand how your customers use your product and what they want to change most about it.

Just a single qualitative insight can radically change the fortunes of your new products, packages or marketing campaigns. So, before you “lock in” your conjoint design, carefully consider the benefits you can gain from qualitative research on the front end.

Click here or the image below to download all 10 conjoint do's and don'ts.

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