Game-Changing Product Innovation with Virtual Conjoint
Innovation in the Detergent Aisle
While there have certainly been innovation victories in the detergent aisle over the category’s long history (liquid detergent comes to mind), bold changes have been the exception. Because of cost or testing-scale issues associated with research methodology, consumer product R&D investments are often limited to incremental product improvements – all too often, made just to achieve parity with competitors.
Virtual Conjoint from Decision Insight Enables Innovation
With Virtual Conjoint™, DI has combined virtual shopping with choice analysis to create a very powerful research tool to enable major product innovation instead of minor iteration. This proprietary approach applies the principles of shopper marketing to test product development, packaging, pricing, and product placement solutions. The process offers numerous benefits:
- Reveals the underlying structure of decision making. Decision Insight can then build mathematical models of what shoppers are likely to do – and why. With Virtual Conjoint, clients not only gain testing outcomes, they also learn the shopper decision-making that brought it about.
- More efficient than concept testing. Concept tests are static and require large sub-samples to evaluate ideas one at a time, independently of all others. The Conjoint study can simulate thousands of concept evaluations, each within the context of all others.
- Can be used to predict choices and marketplace activity. Virtual Conjoint allows reliable and cost-effective testing of new products, ideas, and concepts.
Test More Combinations, Achieve More Innovation
The advantages of Virtual Conjoint are most evident in concept and package testing. Traditionally a manufacturer vets a myriad of possible innovation ideas during internal brainstorming sessions.
Because traditional research methodologies limit the number of concepts that may be tested, ideas are discarded and narrowed leaving two or three final options for testing. The result is that most concepts are discarded well before they are thoroughly explored with shoppers. Virtual Conjoint allows clients to test hundreds – or even thousands – of concepts and combinations. Our solution delivers a specific set of “guiding principles” for each variable tested, including package design, price, claims and placement in store.
Virtual Conjoint works because it determines how important each feature is to shoppers and the preferred combination – enabling major product innovation instead of minor iteration.
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