Blog articles by Hans Willems

Articles by

Hans Willems

Hans is the Director of Data Science at SKIM, working with consultancy houses such as McKinsey and BCG, and other market research agencies, to answer research and business questions using (advanced) choice modeling techniques. With experience at international companies across industries like Vodafone and Rabobank, Hans has grown to be an expert in conjoint analysis and can address complex methodological topics to meet business needs. He has a Master's degree in International Management and Marketing.

Cracking the case of mobile-friendly conjoint surveys

By Hans Willems on July 16, 2018

Originally designed for the desktop environment, conjoint research on mobile requires a more innovative approach

Ensuring your market research survey is mobile-friendly is no longer a “nice-to-have” for insights professionals. With more survey respondents opting for smartphones and tablets over computers, this requirement poses an ever greater challenge for conjoint analysis.

Conjoint is the go-to methodology for measuring customer preference for product features, to determine how pricing changes affect product demand and to forecast likely acceptance of new innovations. However, it was originally designed for desktop and doesn’t marry well with the smaller screen sizes and shorter attention spans of today’s mobile respondents.