Conjoint
Estimate how people trade off product features, levels, and price when making choices.
Advanced Methodologies
Choose, compare, and explain methods with a consistent structure
Each page is organized to support practical use: applicability, inputs, outputs, limitations, interpretation, communication, and implementation notes.
Segmentation
Group respondents into meaningful clusters so targeting, messaging, and product decisions become more actionable.
K-means
Partition observations into a fixed number of clusters by minimizing within-cluster variation.
Hierarchical clustering
Build a nested clustering tree to explore how cases group together before selecting a solution.
Key driver analysis
Identify which attributes are most associated with an outcome such as satisfaction, recommendation, or choice.
Kano
Classify features into must-haves, performance drivers, and delighters based on how they affect satisfaction.
MaxDiff
Estimate relative preference strength across a list of items by asking respondents to choose the best and worst.
Van Westendorp
Estimate acceptable price ranges based on four price perception questions.
Gabor-Granger
Measure purchase intent at different price points to estimate demand response and pricing sensitivity.
TURF
Estimate how combinations of items maximize reach across a target group.
Correspondence analysis
Map the relationship between brands, attributes, or categories in a low-dimensional visual space.
Pricing research overview
A high-level map of where major pricing methods fit and what decisions they support.
Brand funnel / brand equity
Measure how brands perform across awareness, consideration, usage, and equity-related outcomes.
Text analytics
Turn open-ended responses or qualitative text into structured patterns, themes, and language signals.
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