How early audience insights reduce innovation failure
Learn how understanding audience habits first prevents costly innovation failures and gives companies a strategic advantage during uncertain times.
SKIM has been invited to write on mobile conjoint research for the German organization Research & Results. In this publication, our colleague Gerard Loosschilder elaborates on the challenges we face when executing conjoint research on mobile devices, and how these can be overcome.
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. It was a manageable issue when respondents were sitting at their computers. However, in a mobile world, taking surveys competes with more exciting activities that one can do on a mobile device. 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.
The resistance to tedious or complex tasks on mobile devices is a significant challenge for researchers. One remedy is to simplify the number of choice tasks and the number of options per task. Today, the common number of choice tasks is 10 to 16, with five product profiles per task to choose from, in other words, a 16-by-5 research design. To accommodate mobile users, we have been able to reduce this to a 3-by-3 research design in simple studies…
Be the first to receive the latest market research insights, tips from industry peers and exclusive content to help you influence decision behavior.
Learn how understanding audience habits first prevents costly innovation failures and gives companies a strategic advantage during uncertain times.
Discover how to maintain strategic insights during budget cuts. Learn three approaches for high-impact, cost-effective research in uncertain times.
SKIM is named a 2025 Global Most Loved Workplace! A proud recognition of our empowering, collaborative, and inspiring culture.
Transform market volatility into competitive advantage. Discover how to build strategic agility that responds purposefully without creating chaos.