ACBC can be the solution for your complex product design

If you are developing new complex products, you should be thinking that conjoint analysis is a useful tool to evaluate your target market preferences. It is also well known that Choice Based Conjoint (CBC) analysis is very popular between the other conjoint techniques because it simulates quite well the real decision taking process.

However, when we are talking about complex products with many attributes (like computers, homes, cars or consumer electronics), choosing between options becomes a difficult task, especially when the process is repeated several times as it is done with the CBC interview.

The decision taking process of complex products includes non-compensatory steps where some options are rejected taking into account attribute levels that should be or not present in the choices. Similarly, some options are accepted only if they have certain attribute level.  For example, for one consumer a car must have high acceleration and shouldn’t expend too much gas. Therefore, all the options shown to this consumer within an interview should have high acceleration and low gas consumption and change the levels for the other attributes.

The Adaptive Choice Based Conjoint (ACBC) Analysis takes into account the non-compensatory process to filter the options before applying the compensatory selection of traditional CBCs. It also centers the options to be evaluated around the ideal product of the participant, eliminating the time spend with options very different and therefore no relevant.

Next, I describe briefly the steps of the ACBC…. (to continue reading, please buy the post for $3. Follow the link to Buy it Now)