Maximizing The Value Of Conjoint Studies With Qualitative
Conjoint studies are among the most powerful tools in a market researcher’s arsenal, but they can be ineffective without in-depth understanding of the product category and what matters to product users/stakeholders. This session explores how integrating qualitative research insights can maximize the value you get from conjoint studies. We will also share how incorporating visuals in the development of a user-friendly task design can ease the burden on respondents evaluating a product category that has a long purchase cycle and can be a complex buying process.
Mike Humphrey
Senior Vice President
Mike partners with clients to deliver timely and accurate insights to address business challenges and strategic questions. Throughout his career in marketing research, he has focused on delivering data-driven insights while keeping a focus on the voice of consumers and stakeholders. Mike's experience includes designing and managing advanced quantitative studies, in addition to qualitative initiatives.