For decades, projective techniques have only been available for in-person studies. However, the relatively recent emergence of online platforms for conducting qualitative research has created a fantastic new arena for administering projective exercises via online methods.
It is common to think about using conjoint / discrete choice to configure products and test pricing, but it also extremely useful for finding opportunities to shrink product lines, testing whether additional products cannibalize or add to preference, and uncovering segments and aligning products with their preferences.
Conjoint analysis is a powerful tool for predicting market reaction to changes in existing products or services or completely new products. But how well do conjoint model results translate into real world results? And can you predict revenue from conjoint results?