Mobile Conjoint Analysis
Conjoint analysis, aka Trade-off analysis, is a popular research method for predicting how people make complex choices. Conjoint asks people to make tradeoffs just like they do in their daily lives. A Conjoint study has typically been taken in a desktop setting. With the rise of mobile, it was only a matter of time before the mobile capabilities of this research methodology improved. One of the companies leading the exploration of mobile conjoint is SKIM. In our latest episode of the Market Research Minute we interviewed Gerard Loosschilder, Chief Innovation Officer at SKIM. Our interview focuses on one of the “flavors” of Conjoint called Choice-Based Conjoint (CBC). If you’re new to Conjoint, you should take some time to understand the different “flavors” of Conjoint Analysis.