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:
- Launch better products
- Design better packages
- Set better prices
- Define better segments
- 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 #2.
#2 — Don't Sample Too Broad An Audience
In conjoint research, if your sample frame is too broad, you will include consumers who are "out of the category," meaning that they have no intent to ever buy your product.
By properly sampling, your respondents' preferences will be based on concepts that are relevant to them.
This significantly improves the quality of your conjoint insights and the usefulness of your conjoint marketing simulator. It also improves the quality of your predictive models.