Profile CBC: Using Conjoint Analysis for Consumer Profiles

Chris Chapman
Kate Krontiris
John Webb
Proceedings of the 18th Sawtooth Software Conference, Orlando, FL(2015), pp. 1-12
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We investigate the usage of choice-­based conjoint analysis (CBC) for sizing consumer profiles for a technology product area. Traditionally, technology research has often relied upon qualitative personas approaches that are difficult to assess quantitatively. We demonstrate that Profile CBC is able to find consumer profiles from tradeoffs of attributes derived from qualitative research, and yields replicable, specifically sized groups that are well­ differentiated on both intra­-method and extra-­method variables. We conclude that Profile CBC is a potentially useful addition to analysts' tools for investigating consumer profiles.