Case Study: Education - Choice Based Conjoint - Product Test Study

School Preparation Course Study test using Choice based Conjoint for a large Education company .

Conjoint Analysis is one of the most versatile and strategically important research techniques used by decision makers worldwide.

Objective:

To understand respondent opinions and choices on entrance exam preparation courses and to understand the attractiveness of various combinations of courses offered.

Respondents were presented with different exam preparation course offerings from three different companies and were asked to select one option from each screen that they felt was most attractive.

Attributes included type of course, Brand, price, travel time, session length, schedule flexibility etc. Each respondent was presented 16 screens with 6 different versions (each respondent being presented one version).

Process & Deliverables:

A conjoint model was built using the levels, ranges and attributes provided and a task simulator was created to include 16 choice tasks in 6 different versions.

The survey was programmed using the choice tasks on our custom programming tool and launched. The survey sample of 1200 respondents was collected based on pre defined qualification criteria.

A simulator was developed and presented with Title (user information), Input (attributes level setting), elasticities and importance calculation (showing share of preference) etc. A price sensitivity report was also sent to together with the standard PPT report based on all other equity related questions in the survey.

Market Equations Process:

1. Our Process begins with a kick off meeting discussing the overall objectives followed by a deep dive into the levels and attributes.
2. Once clear and documented we review the requirement in detail with the core statistical team and get back to the client with clarifications and suggestions. A request for meeting is sent out to all participants.
3. Clarifications are addressed and documented and suggestions are provided to the client for approval. Once approved we sign off the project start date with milestones for further reviews.

Explore how the Market Equations Consultative Approach to decision making works wonders.