Research Space and Realistic Pricing in Shelf Layout Conjoint

Kurz P., Binner S., Kehl L., 2013 – Sawtooth Software Conference – USA 2013

What challenges and design principles need to be considered when conducting Shelf Layout Conjoint (SLC) studies?

Shelf Layout Conjoint enables realistic research on pricing and assortment optimization. The authors discuss practical challenges and offer guidance on research objectives, defining the ‘research space’, and ensuring realistic pricing.