The Effect of Product Representation in Visual Conjoint Analysis

2014 ◽  
Author(s):  
Brian Sylcott ◽  
Seth Orsborn ◽  
Jonathan Cagan
Keyword(s):  
Conjoint Analysis ◽  
Model Performance ◽  
Consumer Preference ◽  
Product Representation ◽  
Consumer Responses ◽  
Open Questions ◽  
Solid Models ◽  
Product Models ◽  
3D Printed ◽  
Preference Models

When most designers set out to develop a new product they solicit feedback from potential consumers. These data are incorporated into the design process in an effort to more effectively meet customer requirements. Often these data are used to construct a model of consumer preference capable of evaluating candidate designs. Although the mechanics of these models have been extensively studied there are still some open questions, particularly with respect to models of aesthetic preference. When constructing preference models, simplistic product representations are often favored over high fidelity product models in order to save time and expense. This work investigates how choice of product representation can affect model performance in visual conjoint analysis. Preference models for a single product, a table knife, are derived using three different representation schemes; simple sketches, solid models, and 3D printed models. Each of these representations is used in a separate conjoint analysis survey. The results from this study showed that consumer responses were inconsistent and potentially contradictory between different representations. Consequently, when using conjoint analysis for product innovation, obtaining a true understanding of consumer preference requires selecting representations based on how accurately they convey the product details in question.

The Effect of Product Representation in Visual Conjoint Analysis

2016 ◽  
Vol 138 (10) ◽  
Author(s):  
Brian Sylcott ◽  
Seth Orsborn ◽  
Jonathan Cagan
Keyword(s):  
Conjoint Analysis ◽  
Choice Model ◽  
Three Dimensional ◽  
Model Performance ◽  
Consumer Preference ◽  
Product Representation ◽  
Consumer Responses ◽  
Open Questions ◽  
3D Printed ◽  
Preference Models

When most designers set out to develop a new product, they solicit feedback from potential consumers. These data are incorporated into the design process in an effort to more effectively meet customer requirements. Often these data are used to construct a model of consumer preference capable of evaluating candidate designs. Although the mechanics of these models have been extensively studied, there are still some open questions, particularly with respect to models of aesthetic preference. When constructing preference models, simplistic product representations are often favored over high fidelity product models in order to save time and expense. This work investigates how choice of product representation can affect model performance in visual conjoint analysis. Preference models for a single product, a table knife, are derived using three different representation schemes: simple sketches, solid models, and three dimensional (3D)-printed models. Each of these representations is used in a separate conjoint analysis survey. The results from this study show that the choice model based on 3D-printed photopolymer prototypes underperformed. Additionally, consumer responses were inconsistent and potentially contradictory between different representations. Consequently, when using conjoint analysis for product innovation, obtaining a true understanding of consumer preference requires selecting representations based on how accurately they convey the product details in question.

Capturing Consumer Preference Through Experiential Conjoint Analysis

2013 ◽  
Author(s):  
Noah Tovares ◽  
Jonathan Cagan ◽  
Peter Boatwright
Keyword(s):  
Virtual Reality ◽  
Conjoint Analysis ◽  
Consumer Preference ◽  
Generation Process ◽  
Product Representation ◽  
Product Experience ◽  
Design Generation ◽  
Functional Features ◽  
Preference Models ◽  
The Aesthetic

Traditionally, consumer preference is modeled in terms of preference for the aesthetic and functional features of a product. This paper introduces a new means to model consumer preference that allows for the experience of and interaction with a product to account for not only for how a product looks and functions, but also how it feels to use it. Traditional conjoint-based approaches to preference modeling require a user to judge preference for a product based upon a 2D product representation or a feature list. While the aesthetic forms and functional features of a product are certainty important, the decision to buy or not to buy a product often depends on more, namely the experience or feel of use. We introduce the concept of experiential conjoint analysis, a method to mathematically capture preference for a product through experience-based preference judgments. Experience-based preference judgments are made based upon the use, or simulated use, of a product. For many products, creating enough physical prototypes to generate a preference model is cost prohibitive. In this work, virtual reality technologies are used to allow the subjects an interactive, immersive, and realistic product experience, provided at little investment. The results of this work show not only that preference judgments of the interaction of a 3D virtual product representation can be used to generate accurate preference models, but that non-experiential judgments of the same product’s 2D forms lead to the generation of different preference models. Further, the virtual reality experience is found to provide an advantage in the form of confidence, information, and/or realism. Such experiential-based preference models provide previously unavailable design insight with which to inform the design generation process.

Exploring the Role of Interaction Effects in Visual Conjoint Analysis

2015 ◽  
Vol 137 (9) ◽  
Author(s):  
Brian Sylcott ◽  
Jeremy J. Michalek ◽  
Jonathan Cagan
Keyword(s):  
Conjoint Analysis ◽  
Consumer Preferences ◽  
Consumer Preference ◽  
Interaction Effects ◽  
Fractional Factorial ◽  
Main Effects ◽  
Full Factorial ◽  
Biased Estimates ◽  
Data Requirements

In conjoint analysis, interaction effects characterize how preference for the level of one product attribute is dependent on the level of another attribute. When interaction effects are negligible, a main effects fractional factorial experimental design can be used to reduce data requirements and survey cost. This is particularly important when the presence of many parameters or levels makes full factorial designs intractable. However, if interaction effects are relevant, main effects design can create biased estimates and lead to erroneous conclusions. This work investigates consumer preference interactions in the nontraditional context of visual choice-based conjoint analysis, where the conjoint attributes are parameters that define a product's shape. Although many conjoint studies assume interaction effects to be negligible, they may play a larger role for shape parameters. The role of interaction effects is explored in two visual conjoint case studies. The results suggest that interactions can be either negligible or dominant in visual conjoint, depending on consumer preferences. Generally, we suggest using randomized designs to avoid any bias resulting from the presence of interaction effects.

Pairwise Conjoint Analysis of Activity Engagement Choice

10.1068/a3267 ◽  
2000 ◽  
Vol 32 (5) ◽  
pp. 805-816 ◽  
Author(s):  
Donggen Wang ◽  
Harmen Oppewal ◽  
Harry Timmermans
Keyword(s):  
Conjoint Analysis ◽  
Information Overload ◽  
Design Strategy ◽  
Choice Models ◽  
New Approach ◽  
Activity Engagement ◽  
Conjoint Choice ◽  
Attribute Levels ◽  
Preference Models ◽  
Modelling Approach

Information overload is a well-known problem of conjoint choice models when respondents have to evaluate a large number of attributes and/or attribute levels. In this paper we develop an alternative conjoint modelling approach, called pairwise conjoint analysis. It differs from conventional conjoint choice and preference models in that the attributes of choice alternatives or choice contexts are not varied simultaneously, but in pairs. Properties of the design strategy are discussed. The new approach is illustrated by using activity engagement choice as an example.

Assessing Consumer Preference for Product Features Selection : Solar Cookers

1997 ◽  
Vol 22 (4) ◽  
pp. 49-54 ◽  
Author(s):  
Gopal Naik ◽  
Girja Sharan
Keyword(s):  
Stainless Steel ◽  
Conjoint Analysis ◽  
Consumer Preference ◽  
User Requirements ◽  
Features Selection ◽  
Next Generation ◽  
Steel Vessel ◽  
Design Engineers ◽  
Product Features ◽  
Stainless Steel Vessel

Previous studies on solar cookers currently available in the market had indicated the need for redesigning to suit user requirements better. In order to help design engineers in developing next generation solar cookers, Gopal Naik and Girja Sharan use conjoint analysis to quantify values or utilities the users⁄ potential users associate with each important feature they desire Analysis reveals that three important features are: stainless steel vessel as against aluminium, provision of an electrical backup as against an exclusive solar device, and installation of an indicator to enable the user to judge the degree to which cooking has progressed.

scholarly journals 3D Printed Molecules and Extended Solid Models for Teaching Symmetry and Point Groups

2014 ◽  
Vol 91 (8) ◽  
pp. 1174-1180 ◽  
Author(s):  
Vincent F. Scalfani ◽  
Thomas P. Vaid
Keyword(s):  
Solid Models ◽  
3D Printed ◽  
Point Groups

scholarly journals PREFERENSI KONSUMEN SAGU DI KOTA KENDARI

2018 ◽  
Vol 3 (1) ◽  
Author(s):  
Helviani Helviani ◽  
Sitti Aida Adha Taridala ◽  
Azhar Bafadal ◽  
Budiyanto Budiyanto
Keyword(s):  
Consumer Behavior ◽  
Customer Satisfaction ◽  
Conjoint Analysis ◽  
Consumer Satisfaction ◽  
Consumer Preferences ◽  
Consumer Preference ◽  
Raw Material ◽  
Market Demand ◽  
Satisfaction Index ◽  
Main Thing

Sago is a potential source of food with high calories and carbohydrates (rice equivalent). Sago consumer preferences can provide important information in making marketing strategy sago, and also is one of the indicators of market demand for the products of sago. The purpose of this study were to understand the srage of the purchase decision process undertaken by consumers of sago; analyze the level of customer satisfaction with sago attributes associated from sago; and analyze the consumer preference for various atrributes inherent in sago. The study was conducted in Kendari, Southeast Sulawesi Province. Respondents were all members of a population of 21 respondents consisting of 15 restaurant owners who provide meals made from sago and 6 owners agro-industry made from raw sago. The study used Engel Model Analysis, Costumer Satisfaction Index (CSI) Analysis, and Conjoint Analysis. The results of the analysis gives an overview of some consumer behavior based on the decision-making process shows that the benefits sought in the purchase buy sago sago is as a raw material to be processed into a menu of traditional food and traditional cakes Kendari. Color sago is the main thing, which will be seen and considered by consumers to make purchases between and will buy sago in traditional markets as close to the place of business. The level of consumer satisfaction in this study were satisfied with the preference category that consumers like sago with normal color (pure white), normal scent (odorless), low prices and package sizes are 20 kg. The resulting combination of sago four attributes (color, flavor, price and package sizes) is acceptable to describe consumers' desire sago in Kendari. Keywords: consumer behavior; sago; Engel Model; Customer Satisfaction Index (CSI); conjoint analysis

Quality of service and customer satisfaction: a conjoint analysis for the Nigerian bank customers

2016 ◽  
Vol 34 (6) ◽  
pp. 841-867 ◽  
Author(s):  
Samson Yusuf Dauda ◽  
Jongsu Lee
Keyword(s):  
Service Quality ◽  
Service Delivery ◽  
Transaction Cost ◽  
Conjoint Analysis ◽  
Discrete Choice ◽  
Waiting Time ◽  
Consumer Preference ◽  
Content Type ◽  
Banking Service ◽  
Nigerian Banking

Purpose The purpose of this paper is to evaluate the perceptions of Nigerian banking customers regarding customers’ evaluation of their banks service quality based on their banks actual performance on current banking service delivery. Design/methodology/approach A survey has been used to collect primary data and 1,245 usable questionnaires were used in the analysis. A conjoint analysis with stated preference data were used to construct the consumers’ behavior, while discrete choice method was employed to evaluate the preferences. More information was obtained by in cooperating heterogeneity into the model by the random coefficient and the test variance with the primary attributes and social demographics and individual characteristics. Findings Discrete choice analysis shows that bank management should focus on: reduction of transaction errors, transaction cost, waiting time and initial online learning time. This four attributes have strong impact on customer’s satisfaction depending on quality performance. Relative to other services the reduction in waiting time and transaction cost are the most important services to the Nigerian banking customers. Other findings of willingness to pay and consumer preference for other attributes reveal more information for improved banking policies. Research limitations/implications The sample only focussed on the urban areas and did not consider rural dwellers. Future research should aim to improve on these by including a variable in the utility set up that captures the distance of the respondent to the main city. Practical implications Nigerian banking customers do not care about a friendly smile as customer care. Rather, they value more on the waiting time and transaction cost showing that convenience and cost dimensions have strong and direct effect on service quality. Other dimensions identified includes, reliability, product portfolio, security and privacy, ease of use, accessibility, and competence and credibility. Originality/value This study has drawn on a sample of 1,245 Nigerian banking customers and evaluating how the survey respondents perceive their respective banks’ performance by their evaluation of the current banking service delivery.

The Influence of Purchasing Context and Reversibility of Choice on Consumer Responses Toward Personalized Products and Standardized Products

2016 ◽  
Vol 118 (2) ◽  
pp. 510-526 ◽  
Author(s):  
Jieun Choi ◽  
Doo-Hee LEE ◽  
Charles R. Taylor
Keyword(s):  
Consumer Preference ◽  
Consumer Responses ◽  
Managerial Implications ◽  
Personal Use

Existing research on personalization has found that consumers generally prefer personalized products over standardized ones. This study argued that consumer preference for personalized products is dependent on purchasing context and reversibility of choice. Results of an experiment conducted in this study found that consumers preferred personalized products when purchasing an item for personal use but preferred standardized products when purchasing an item as a gift. However, the effects of purchasing context were negated when consumers were given the assurance that personalized products could be returned (reversibility of choice); when presented with reversibility of choice, consumers preferred personalized products over standardized products regardless of purchasing context. Theoretical and managerial implications of these results were discussed.

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