From multi-country concept testing/optimization to corporate database and beyond

Date of publication: January 1, 2000


This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but turned into an organizing principle to understand consumers, worldwide, and at the same time evolved into a unique database that could be used by the company again and again for product development. The authors provide the pros and cons of the approach and describe how the thinking has evolved.

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