Application of an Unfolding Model to Utilities from Conjoint Analysis

Dr. MaryAnne Drake
North Carolina State University

Conjoint analysis is a widely used method for determining consumer preferences toward components of a product, with consumer scientists often relying upon conjoint analysis to gain insight in such applications as concept testing, packaging development, and pricing research. While it is possible to derive individual utilities associated with various component combinations from individual responses, it can be challenging to know how to interpret individual level results from conjoint analysis. In this talk, we demonstrate how this challenge can be overcome through the unfolding of individual utilities in much the same way that liking can be unfolded. We then illustrate, through an example with sour cream, how sophisticated insights can be revealed by unfolding that would otherwise have remained hidden.