SKIM paper accepted for presentation at ART Forum, June 2012

Our paper about the effect of visualization on choice behavior got accepted for presentation in the session 'Advances in methods: Conjoint and Choice models' at AMA’s Annual Advanced Research Techniques (ART) Forum, to be held June 24-27, 2012 at the Westin Seattle, Seattle, WA. 

About our paper: Estimating the effect of visualization on choice behavior

Standard choice-based conjoint describes consumer preference for a product as a function of its features, ignoring the way such features are visually presented to the consumer. In reality, however, competing products communicate their characteristics in different ways. This has a massive effect on consumer choice that standard chioce-based conjoint experiments are not able to capture.

The goal of our paper is to understand how visualization of attributes affects consumers' preferences. In our example: is it better to communicate an out-of-bundle rate of £15 per 1 GB in small fonts, to make them the main focus of the communication or to not communicate them at all? And what if the rate was £5 per 1 GB?

We introduce a new way of simultaneously modeling the impact of products features and their visual impact on consumer choices. With this framework, practitioners can give more comprehensive recommendations encompassing different aspects of visualization.

Our methodologists will present this paper on Monday June 25th, 1 PM.

About ART: leading methodological market research conference

Hosted by the American Marketing Association (AMA), the Advanced Research Techniques Forum (ART Forum) is a unique conference that provides an opportunity for both academics and practitioners to exchange new ideas and innovative approaches in marketing research. Since its inception in 1990, the conference has focused on the use of sophisticated methodologies and quantitative techniques in support of strategic and tactical marketing decisions. Experienced research practitioners who use advanced methods in their jobs comprise the largest segment of conference attendees.

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