Blog articles about Technology

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.

“Alexa: do you remember the last consumer tech “must-have product” to hit the shelves?”

According to the Consumer Technology Association (CTA), it was the iPhone (2007) and iPad (2012). And now voice-controlled smart speakers, like the Amazon Echo and Google Home, have achieved that coveted status. CTA predicts 56.6 million smart speakers will be sold in the US next year; two years ago that number was just 7.2 million!.

Voice technology is set to fundamentally change the environment in which consumers make decisions, and who (or what) influences that decision. To stay ahead of the competition, brands will need to exhaust every opportunity to optimize their position in this new “4th sales channel” of voice commerce. 

Do you know how voice searches for your product category begin?