Menu-Based Conjoint: A new realistic research approach for

optimizing your product line in 'build your own' markets

Imagine you are in a fast-food restaurant deciding what to have for lunch. It seems as easy as ABC to decide whether or not to buy something from the 'fixed-menu' section - perhaps personalizing it by adding a dessert or a salad - or instead just purchasing a series of single items. However, when you think about it, the decision process you are going through is extremely complex. 

You are effectively making trade-offs between convenience of choice and/or saving money by selecting a pre-configured bundle (a menu) versus the freedom of selecting single features. The same decision process applies to, for instance, multiple services in a bundle in the financial sector, multi-play packs for telecom services or optional features for the automotive market.

The market research solution: Menu-Based Conjoint (MBC)

Trying to replicate consumers' choice behavior in such markets has been a huge challenge for market researchers - until recently. Now, Menu-Based Conjoint, an innovative conjoint-based methodology, is the subject of much attention from academics and market research practitioners alike as it seems the perfect research tool for menu-based markets.

Do you want to know more about the benefits and challenges of Menu-Based Conjoint? The short video below contains a presentation of Dirk Huisman, our Chairman, in which he shared his knowledge and experience with MBC during the Advanced Quant Webinar promoted by NewMR.

Want to know more? Don't hesitate to give us a call or drop an email!