SVPMA Workshop - Conjoint Analysis: Choosing Features that Win w/ Nico Peruzzi, Outsource Research Consulting May 15, 2010

Organization: SVPMA - Silicon Valley Product Management Association
Topic: Conjoint Analysis: Choosing Features that Win
Speaker: Nico Peruzzi, PhD, Partner, Outsource Research Consulting
Date: Saturday, May 15th, 2010
Time: 8:30am - 12noon
Location: Network Meeting Center at the TechMart - 5201 Great America Parkway, Santa Clara
Cost: If registering by Thursday, May 12th, $25 for SVPMA Members, $40 for Non-SVPMA Members. Add $10 more if registering after Thursday, May 12th.
More info: http://www.svpma.org/meetings.html

Presentation:
Buyers want all of the features at lowest possible price. Sellers want to maximize profits by minimizing costs of providing features. How do we determine what features buyers will pay for while avoiding the pitfalls of directly asking people what they prefer?

By using Conjoint Analysis you’ll be able to determine how buyers value different features and will learn how to determine which product features you introduce are most likely to get them to buy your product.

Conjoint Analysis is used to:
• Measure the perceived values of specific product features
• Learn how demand for a particular product or service is related to price
• Forecast what the likely acceptance of a product would be if brought to market
• Plan line extensions, redesigns, repositions
• Explore brand equity

Join Nico Peruzzi, PhD of Outsource Research Consulting to learn about the latest developments in conjoint analysis/choice modeling, and how you can use them to build products or services that better meet customer needs and grab more market share.

What Will You Learn?
• What is Conjoint Analysis, how does it work, and what’s so good about it?
• How to think about your product in the context of human buying/decision-making
• How to ask for what you need in a conjoint study
• What’s the best type of conjoint for your product, and when not to use conjoint
• The latest advances in Adaptive Choice-Based Conjoint and MaxDiff Scaling

Speaker:
Nico has 20 years of research experience, 10 of it working with people to make their products better. He has used to conjoint analysis to help companies as large as Cisco and as small as new start-ups, B2B and B2C, across industries from software and hardware to office furniture and medical devices. Nico is steeped in statistical knowledge, but has the great ability to make these topics relevant and interesting to businesspeople who are trying to make their products better.

Official Website: http://www.svpma.org