Self-Explicated Method

In understanding consumer preferences, conjoint analysis has been the dominant force for many years. Conjoint analysis is decompositional in nature in that people (usually) evaluate entire products and the component importance is derived from those evaluations.

In a self-explicated method, people provide the evaluations component by component and the attractiveness of the whole product is built from that. Self-explicated methods have several advantages and have been shown to be as good as conjoint analysis in understanding preferences.

For more details about Self-Explicated Method, read this white paper article in our White Paper Library.

Connect with us !

Get better insight from your existing data.

TRC's marketing analytics division.

Visit Quantelligence

The Brand Insulation Effect.

Toyota Customers Remain Loyal in the Face of a Recall.

An article authored by Rajan Sambandam, Vikas Mittal and Paul Dholakia, in the latest issue of the Marketing Research Magazine.

More Testimonials

"Hi guys, I've presented the MA configurator results to several functions within the Senior [dept] today. Everyone is so excited and they are definitely being used to guide our future product and marketing strategies. Thanks"

Marketing Research Manager at Major Health Insurance Company

YOU GUYS ARE THE BEST!!!!! Please send my thanks along to Janice and especially to Wes. This will make my weekend a lot smoother for sure!!!"

Judy Davis, PECO

"You guys nailed it! I made only a few minor tweaks and put this in front of my director and our market manager. Exactly what they were looking for! THANKS SO MUCH! You made my day much easier today by getting this 99.something percent there."

One of our Insurance Clients

"I am nearing completion of a highly analytical project with TRC. This project is extremely important to our company and visible at its highest levels. The deliverable has exceeded our expectations and contributes significantly to our ability to drive revenue. I will look forward to doing so again in the future."

Kevin Hanstad, Carlson Hotels Worldwide

"The team at TRC has worked well for me on several research engagements at Comcast. I appreciate that they hold in a workable balance the trade-offs between stakeholder expectations and practicality of implementation. It certainly doesn't hurt that they are an affable, cordial bunch of professionals."

Gregory Kohs, Director, Market Research, Comcast

"The Yale Center for Consumer Insights has collaborated with TRC on several occasions. I have found the folks at TRC to be very responsive to our needs and just great people to work with. The Center is very appreciative of the real world perspective this marketing research company brings to the partnership."

TRC