Hierarchical Approach for Optimized Concept Estimation

Binner S., 2007 – Cutting the Edges of Market Research Conference – Düsseldorf 2007

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How can the advantages of price conjoint and attribute conjoint be combined to enable more realistic and actionable simulations?

By combining two models – one for price elasticity (price conjoint) and one for attribute evaluation (attribute conjoint) – the hierarchical approach enables both precise price simulations and understanding of key drivers. This dual model supports optimized concept and portfolio development.