In the second part of our two-part series on conjoint analysis utilizing the Corus platform, Kevin walks through the results of the sample survey.
Drew Chambers (VP of Marketing) took a conjoint-based survey 20 times focused on the aspects of high-end bicycles that he might consider when buying a new bike. Kevin chose to use an adaptive conjoint question survey instead of MaxDiff because Corus believes that the cognitive load on MaxDiff is too high when there are multiple attributes or variables. Kevin, who knows nothing about bikes, is able to pinpoint exactly the right mix of features to accurately predict the perfect bike for Drew utilizing an adaptive conjoint analysis. A really cool result!