SKIM’s Chief Innovation Officer, Gerard Loosschilder, shares how mobile has opened up new opportunities for context- and location-specific research and replicating mobile shopping behavior in the August edition of Quirk’s magazine.
Conjoint goes mobile
“Choice-based conjoint analysis is a member of the family of choice modeling approaches. In choice-based conjoint analysis (CBC), a product is dissected into its constituents or attributes – such as brand, price, features and specifications – each with their specific versions or “levels.” By systematically varying the attribute levels across profiles – a profile is a product description with a specific set of attribute levels to be tested – and repeatedly asking consumers to make choices among profiles, one can study consumer trade-offs and attribute sensitivities. This helps to identify optimal product configurations at price points.
Conjoint exercises can be tedious, with many choice tasks and many options per task. The tediousness is a function of the number of attributes and levels, along with other requirements in the research design. This was a manageable issue when respondents were sitting at their computers. However, in a mobile world, surveys compete with more exciting activities that one can do on a mobile device. Further, consumers have more demands on their time and attention, reducing their interest in completing time-consuming conjoint tasks. This resistance may negatively impact response rates and data quality…”