Conjoint
Implementation
Choosing Attributes and Levels for a Discrete Choice ExperimentThe decision before the study runs
For buyers
AI Research for Management Consultants: Choosing the Right Stage for Simulation vs. Causal TestingThe right stage depends on what the answer needs to survive: use open-ended AI simulation for early hypothesis generation, and reserve controlled causal testing for the number a…
Methods and validation
Pricing Research Methods: Choosing the Right Method Before You FieldA pricing or product leader facing a launch, a tier change, or a repricing decision must choose a research method before fielding: willingness-to-pay, price sensitivity, conjoint…
Case studies
Does a Simulated Yogurt-Choice Study Match Human Behavior? The Ares ReplicationA simulated conjoint study on functional yogurt reproduced the attribute ordering found in a published human study, matching 87% of the measured human ceiling (0.832 of 0.959; see…
Use cases
AI Pricing Research Tools: How to Choose One for a Price DecisionA pricing study once meant a six-figure line item and a full quarter: staff a panel, commission a van Westendorp or Gabor-Granger exercise, then sit on the answer for three weeks…
Implementation
Test Pricing Assumptions Before the Real StudyBefore a pricing or product research lead commits budget to a conjoint or willingness-to-pay study, the real decision is narrower: which pricing assumptions deserve that fielding…
Use cases
How to Test a Price Before You Commit to ItA pricing, product, or growth leader choosing a price point, tier structure, or pricing model before a launch, repricing, or renewal cycle locks it in should run a controlled…
Methods and validation
MaxDiff vs. Conjoint vs. NPS: Which Instrument Matches the DecisionAn insights lead scoping a study has three common instruments to choose from, each answering a different question.
Case studies
Does a Causal Experiment Match a Fielded Conjoint Study? The Claret Fish-Preference ReplicationA causal experiment on Spanish consumers' fish preferences reached 87% of the measured human ceiling (0.832 of 0.959; mean 0.73 across the 43 studies passing design filters)…
Case studies
Does a Synthetic Panel Rank Subcompact Car Features the Way Thai Buyers Did? The Wu ReplicationAn automotive product or insights leader deciding which vehicle features to prioritize before committing R&D and marketing spend to a new subcompact model needs a way to check a…
Implementation
10 Ways to Pair Causal Testing With a Research Stack Already in PlaceMost research and analytics stacks already answer what happened. Few of them answer why: which action moved which outcome, for which segment.
Methods and validation
Choosing Between MaxDiff, Conjoint, and a Controlled ExperimentA research team choosing a study design before fieldwork has to answer one question: does the business decision need a preference ranking, an importance score, a satisfaction…
Case studies
Does a Simulated Population Reproduce a Published Refugee-Preference Study? The Adida ReplicationA policy researcher, DEI research lead, or research methodologist weighing a simulated discrete-choice experiment for a sensitive, non-commercial topic needs more than a…