SKU-Based Conjoint: A practitioner's guide

In this presentation Chris Moore, Head of Data Science & Advanced Analytics at Ipsos UK, will cover SKU-Based Conjoint. SKU-Based Conjoint involves presenting respondents with numerous products 'Stock Keeping Units (SKUs)' at different price points. In contrast to typical conjoints, the product concept is fixed and refers to existing (or close to launch) products. This design is best suited for pricing research. However, the complexity arises from the number of SKU, leading to lengthy surveys that can overwhelm respondents. This can result in decreased data quality and unreliable insights. The session will present an overview of previous foundational research in the area and recommendations for some of the best practices in areas such as selection bias, nested simulations, data augmentation and modelling the price function. Chris has spent over 25 years working in the Market research industry conducting advanced analytics. He is the Head of the Data Science & Advanced Analytics Transversal at Ipsos in the UK, which includes more than 130 analysts, statistician, and data scientists/engineers. He has a diverse role working across the business, both with the specialist analytics teams as well as the client service teams. Chris is a prominent figure in the global choice modelling community, having presented at numerous conferences over the last decade. This has included Sawtooth Software conferences (2010, 2016, 2019, 2022, 2024), European Sawtooth/SKIM conferences (2010, 2013, 2016, 2020) and other events such as New MR (2021) and Quirks (2020).