Preparation

Create a solid experimental design

Right from your project’s first concept we will support you with choosing the right methodology best suited to your issues.

In order to set up an approach allowing us to compare results, we take your past records into account.

Choice of variables: we will help you choose variables and their associated levels. We will advise you which rules to follow in order to guarantee the independence between variables and the optimal congruity of number of levels.

The purpose of conditioning: depending on the issue, we will suggest an experimental design that will take conditional variables into account (a second level variable, conditioned on one or more levels of a first variable).

The significance of pricing: the implementation of price variables in a trade-off can prove to be more or less complex depending on the framework of the project and the objectives pursued. Depending on which scenarios are considered, we will alert you to the advantages and disadvantages associated with different possibilities.

Implementing restrictions: finally, if it proves necessary to set up prohibitions between certain levels (in the event they are pointless) we will inform you if these have an impact on the experimental design.

Once all these matters have been considered, Solirem carries out various tests and will then offer you various alternative designs for your project (ie. the number of interviews, number of choice tasks or screens, number of concepts per task), all the while guaranteeing the robustness of the final results.

Common mistakes that you will not make thanks to Solirem:

• The first mistake is to not question the way products are described in terms of attributes (the large descriptive dimensions) and levels (the different values ​​that an attribute can take). Very often, ignoring these questions can lead to a task which is difficult for the respondents to understand, or to results which are difficult to interpret… or both!

• The second mistake is to confuse ‘marketing feasibility’ versus ‘real feasibility’. It is common to want to introduce prohibitions in an experimental design. For example, a premium brand is never presented at the lowest price level. This type of restriction creates a bias into the design of the experiment and undermines the virtues of a CBC (estimating the effects of different components of a product). It is essential to understand that a marketing aberration must be tested even if it will never be simulated. In fact, it is a necessary stage in order to correctly estimate the effect of the price as well as the effect of the brand (in our example).

---

Questioning

Optimize the task presentation and facilitate questioning

We provide you with all our online collection systems in order to:

• Quickly produce simple tasks at competitive prices
• Run surveys with complex designs
• Integrate graphic elements / variations to optimize the rendering and comprehension of offers presented to the respondent

We are able to take charge of the programming of the questionnaires in addition to the conjoint analysis (recruitment, quotas, ad hoc questions), or we can simply add the conjoint module(s) to an existing questionnaire.

Field management: In the event of a customer file study, we can take care of all targeting (personalized emailing). With a panel study, we work in collaboration with the partner of your choice.

To carry out this programming, we rely on the software suite offered by Sawtooth Software, a benchmark publisher for conjoint analyses.

---

Applying

Simplify the use and analysis of results

Upon data collection, we take charge of calculating the scores of the utilities and importance. If necessary, we recommend what to correct during the calculations in order to maximize the interpretability of the results (constraints on price variables, selection of explanatory variables, interactions …)

We can also take care of all the data processing of the project (taking full responsibility of the entire study, weighting, tables and additional statistical analyses).

Taking care of simulations: We carry out the first simulations and support you with calibrations if necessary (setting up base case situations, taking into account the distribution of sales, etc.).

Depending on the number of possible simulations, we offer the delivery of a simulator allowing you to pursue new simulation scenarios independently.

Supplying an Excel simulator: With less complex projects, we offer the delivery of a simulator in the form of an Excel file. It allows unit queries to be obtained without the possibility of saving simulated scenarios.

Supplying an online simulator: With its know-how in terms of web application development, Solirem has developed an online simulator which allows you, in a dedicated and secure manner, to exploit the results of your CBC. Developed to be simple and intuitive, our simulator is accessible through a simple Internet browser. The user license is valid for 1 year for a group of previously authorized users (access created by Solirem).

Depending on your needs, Solirem is able to be involved
at each stage of your project!