Chapter 7 - Conjoint Analysis

Question 1

Trade-Off (Conjoint) Analysis puts determinant attributes together in combinations or sets and ranks these sets in order of preference. What is its purpose?

Answer 1

To find the optimal levels of each attribute

Question 2

Some Qualitative Attribute Analysis Techniques

• Dimensional Analysis
• Checklists
• Relationships Analysis (force combinations of dimensions (features, functions, and benefits) together - techniques can be a two-dimensional or multidimensional/morphological analysis)
• There are many others.

Answer 2

No Answer

Question 3

Templates for Creativity

• Attribute Dependency: Find a functional dependency between two attributes
• Replacement: Remove a component and replace with one from another environment
• Displacement: Remove a component and its function to change the product
• Component Control: Find a new connection between a component internal to the product and one external to the product (e.g., toothpastes with whiteners, suntan lotions with skin moisturizers)

Answer 3

No Answer

Question 4

In another form of dimensional analysis, what are two key dimensions for winning new product ideas?

Answer 4

1. Utility lever: How the product will affect the customer’s life (such as simplicity, fun/image, environmental friendliness, reduced risk, convenience, and productivity)
2. Buyer’s experience cycle: The stage when/where the product will affect the customer (purchase, delivery use, supplements, maintenance, disposal)

Question 5

Describe the general risk strategy of avoidance (one of several lateral search techniques).

Answer 5

To keep an idea from dominating thinking as it always has in the past by asking avoiding questions

Question 6

Lateral Search Techniques

• Free association
• Stereotype activity
• Lateral thinking – avoidance
• Creative stimuli words
• Studying “big winners”
• Use of the ridiculous
• Forced relationships

Answer 6

No Answer

Question 7

Relationships Analysis

• Force combinations of dimensions (features, function, and benefits) together
• Techniques:
  a. Two-dimensional matrix
  b. Multidimensional (morphological) matrix

Answer 7

No Answer

Question 8

What are the two types of concept generation?

Answer 8

1. The Find Problem-Solve Problem Approach

2. The Analytical Attributes Approach (form to need to benefit)