Understanding Conjoint Analysis
Asking respondents to rate systematically varied combinations of features and benefits can help product developers identify product elements that consumers will like and that may differentiate one manufacturer and one offering from another.
Understanding what the consumer wants is a fundamental job of most food scientists working in product development today, and surveys are common ways to determine consumer wants and needs.
However, one of the problems in survey research is bias in attitude measurement. In the past several years, a new approach has become available to food scientists to deal with survey topics more deeply and with less bias than focus groups on the one hand and direct question-and-answer surveys on the other.
Rather…
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