For the past few weeks, there are two big debates raging in our office:
- Will the configurator eventually replace conjoint in all its forms?
- Was it the right call to trade Donovan McNabb to the Redskins?
On the surface the only thing connecting them is that we are a choice focused market research company located just outside of Philly, but in reality they are both the same debates...namely, when is it time for the superstar to move on and allow a new star to take charge? In both cases, the answer will depend on your needs and your perspective...in other words, there is no answer that everyone will agree with.
Some variation of conjoint (discrete choice, adaptive, etc) has been with us now for nearly 40 years. It has proven to be a very effective means of understanding the consumer's thinking process...especially when it comes to developing new products. At the same time, it is not without its flaws.