Kees van der Wagt
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SKIM presenting at AMA's ART Forum 2012
On June 25 we presented about the effect of visualization on choice behavior at AMA’s Annual Advanced Research Techniques (ART) Forum in Seattle, WA, in the session 'Advances in methods: Conjoint and Choice models' at 1 pm.
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 presentation was to provide understanding of 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 introduced 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.
Browse through the presentation slides below or contact us for more!
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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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