TEI 096: Conjoint analysis for product managers- with Brian Ottum, PhD

This episode is about market research - what's in your toolbox for conducting consumer and market research? Does it include Conjoint Analysis? Well, if not, it will after you listen to this episode. To explore the topic and walk through an example of using Conjoint Analysis, I tracked down a previous guest, way back in episode 008. In that episode we discussed quantitative and qualitative research tools but didn't go into details about applying Conjoint. My guest is Brian Ottum, a market research specialist with 30 years experience in new product development. He started as a chemical engineer and joined Procter Gamble, contributing to Charmin, Pampers, and other products you know. He went on to earn a PhD in Market Research. Today, he helps companies with product development. He has also developed a new online course called “Tools for Early Innovation.” It’s a little over an hour of videos, case studies and downloadable materials. The usual price is $30 but he is making it available to listeners of this podcast for just $10 for a limited time – until the end of January, 2017. See the link section below to get the discount. In this interview, you’ll learn about: - the types of information Conjoint Analysis can provide, such as pricing specifics, - when to use Conjoint, and - the specific steps for using Conjoint.