Archetypal Analysis And Product Line Design

Liu, Y., Kurz P., Allenby, G., 2022 – Sawtooth Software Conference – USA 2022

How can product lines differentiated on the basis of archetypes be developed—and how can these be integrated into conjoint models?

By combining conjoint data with archetypal modeling, companies can design product lines that address distinct consumer needs. The method uncovers usage-based profiles such as DIYers, price-sensitive buyers, and professional users – and matches them with targeted offerings.