Creating new product concepts for foodservice – the role of conjoint measurement to identify promising product features

Abstract

In the early stage of product development, the marketer and developer have many options available to them. This paper presents an overview to conjoint measurement, one approach to identifying the best of those options, and determining the customer-relevant impact of each option. The paper explains how conjoint analysis fits into the emerging need for customer knowledge, and into the goal of fact-based decision making. The paper tells how to conceptualize, execute, analyze and use the conjoint measurement technique for a burger product.