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The Conjoint-Measurement-analysis is the optimal method for the concept and product-development. Especially for the following questions conjoint-analysis is the ideal instrument:
- Which product characteristic has the major influence on the purchase decision?
- How are the product characteristics weighted, as far as their relevance is concerned?
- What mixture of price and achievments is accepted the most?
- What share of the market could a new product achieve against the competitors?
WebConjoint - is the reliable offline-conjoint + internet + multimedia. The opportunity to integrate graphics, audio files or even videos, opens up a new dimension to this well-tried procedure. The conception of conjoint-analysis requires a lot of know-how. Therefore, for WebConjoint, we use our more than 10 years of experience with conjoint-analysis.
What results do you get from a conjoint-analysis?
As
a result of conjoint-analysis you will get the usage values of product characteristics.
Here you can see an example for wireless telephones:
| performance characteristics | Usage value |
| transmission | |
| analog | 
15 |
| digital | 
35 |
| Preis | |
| DM 190,-- |
62 |
| DM 290,-- |
52 |
| DM 390,-- |  42 |
| DM 490,-- |  21 |
| DM 590,-- |  7 |
| DM 690,-- |  2 |
| integrated voicebox | |
| with voicebox | 44 |
| without voicebox | 8 |
| Standby | |
| 10 hours |
6 |
| 20 hours |
12 |
| 30 hours |
21 |
| 40 hours |
25 |
| 60 hours |
27 |
| 80 hours |
30 |
| easy dial keys | |
| without easy dial keys |
4 |
| 10 easy dial key numbers |
24 |
| 20 easy dial key numbers |
28 |
| 30 easy dial key numbers |
33 |
| 40 easy dial key numbers |
35 |
| Display | |
| with Display on the mobile |
28 |
| without Display on the mobile |
6 |
This table shows, that the most important aspects for a high acceptance of the product are on the dimensions of an integrated voice box and the price The pricing plateau is between 390 DM and 490 DM.
The usage values for every person are out . Therefore you can go ahead with the simulation of the market. For this, various combinations of charateristics are to be put into the simulation. Then the market-simulator calculates the market share of the fictive products.
For more details call:
Tel: 0049/ 2324 / 98 33 91
