In real life, the choice of a product or service revolves around a complex mechanism based on the assessment of the various characteristics/attributes of a product or service.
Consumers do not make up their minds based only on one attribute in a purchase situation. They examine a range of characteristics or attributes and then make judgements or compromises in order to come to their final choice.
When we need to understand the importance of the various attributes of a product and the way in which they can be used in a brand’s communication strategy, we perform conjoint analysis. This method examines the choice-making process and determines the combination of attributes that will prove most satisfactory for consumers.
In Healthcare Market Research, we approach HCPs and use conjoint analysis to determine the characteristics of your product that are most likely to work in favour of its prescription. We thus help heads of Marketing decide on the best advertising message by revealing the characteristics of the greatest importance when choosing a product.