Blog articles by Joost van Ruitenburg

Articles by

Joost van Ruitenburg

Joost is Senior Manager of Quantitative Methodology and holds a Master of Science degree in Econometrics from Erasmus University. Prior to joining SKIM he held various pricing and portfolio management roles at energy company E.ON and also served as a chess coach in Sydney.

Cracking the case of mobile-friendly conjoint surveys

By Joost van Ruitenburg 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.