Have an idea?

Visit Sawtooth Software Feedback to share your ideas on how we can improve our products.

Conjoint analysis for TV Advertisement Testing

How can we use Conjoint analysis to make a diagnostic of a TV ADvertisement, How to give advise in order to improve th TV Advertisement and what parts to eliminate or modify.
asked Nov 18, 2014 by Hugo Hernandez

1 Answer

0 votes
Conjoint analysis uses an experimental design to create balanced, uncorrelated profiles to show people.  For example, you can break down a laptop into component parts, like Brand, Screen Size, Hard Drive Size, etc., with different values for each attribute.  You then combine these to create many profiles and show them to the respondent typically either one at a time, in paired comparison, or show several and ask which is best.  It's not really well suited to show everyone the same thing and then ask for feedback about that thing.  You would need to, for example, create different advertisements that systematically vary (music, background, gender of lead, things like that) and then show people different variants of the  advertisement and gather their feedback.
answered Nov 18, 2014 by Brian McEwan Gold Sawtooth Software, Inc. (41,570 points)