Let Them Do Battle
Published 10/21/2009
Author: Rich Durante, John Hartman and Michael Feehan
Rich Durante is the president, John Hartman is a VP and Michael Feehan is CEO at Observant LLC (www.observant. biz), a strategic market research partner to the pharmaceutical and biotechnology industries.
They may be reached at rdurante@observant.biz,
jhartman@observant.biz, and mfeehan@observant.biz.
Summary
How a product is positioned is a critical stratagem for marketers, so identifying an appropriate methodology to select the “right number” and “best combination” of messages is critical. Current research methodologies often cannot adequately determine the best combination of messages because they are swamped by the number of possible message combinations. We have developed a tournament-based conjoint modeling approach (TBCM) that yields highly effective message combinations to more accurately reflect respondent preferences.Please register or login to view this article