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powered by aytm.com Lev Mazin
CONJOINT REIMAGINED!
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EVERYTHING THAT CAN BE AUTOMATED SHOULD BE AUTOMATED
EVERYTHING THAT SHOULD BE AUTOMATED WILL BE AUTOMATED
EVERYTHING ELSE IS ART
CASE STUDY ABOUT AUTOMATION
Mar
k / c
orp.
rese
arch
er
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THIS IS A CASE STUDY ABOUT USING UI/UX PRINCIPLES TO DRIVE AUTOMATION OF A PROVEN, ROBUST METHODOLOGY SUCH AS CHOICE BASED CONJOINT (CBC)
CASE STUDY ABOUT AUTOMATION
Ashl
ey /
mar
kete
r
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BUSINESS OBJECTIVE WE NEEDED TO ADDRESS:
FULLY AUTOMATE CBCTO MAKE IT FAST, EASY AND RELIABLE FOR OUR FAST-PACED CLIENTS
CASE STUDY ABOUT AUTOMATION
Step
hani
e / i
nves
tor
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CONJOINT?WHAT COMES TO MIND when you hear the word
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EXPENSIVE
BIG PROJECT
MANUAL COMPLICATED5-10 WEEKS
CALL STATISTICIANS
MOBILE-UNFRIENDLY
LONG LOI
TAKES A VILLAGE…
LONGHIGH QUALITYSOPHISTICATED
HIERARCHICAL BAYESIAN
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WHAT ELSE COMES TO MIND?
INDUSTRY GOLD STANDARD
BY RESEARCHERS FOR RESEARCHERS
TRUSTEDHIGHLY REPUTABLEBRILLIANT TEAM
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WHAT ELSE COMES TO MIND?
NEW WAVE
EXPERIMENTAL
BRILLIANT TEAMS
BY DEVELOPERS FOR RESEARCHERSAND EVERYONE ELSE
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WHAT IS IT ANYWAY?
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WHAT IS IT ANYWAY?
powered by aytm.com Lev Mazin
WHAT IS IT ANYWAY?
powered by aytm.com Lev Mazin
WHAT IS IT ANYWAY?
powered by aytm.com Lev Mazin
WHAT IS IT ANYWAY?
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WHAT IS IT ANYWAY?
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OBJECTIVES:
FULLY AUTOMATECONJOINT TESTSWHILE STAYING TRUE TO OUR COREBRAND PROMISES
CONTRADICTORY OBJECTIVES
FAST ACCURATE
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PRIORITIES:
MAKE IT EASY FORCLIENTS AND RESPONDENTS
REAL-TIME DATA ANALYSIS
EASY TO INTERPRETVISUALIZATION
LESS IS MORE
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TECH INSIDE:
MULTINOMIAL LOGISTIC REGRESSION
LESS IS MORE
Sir D
avid
Rox
bee
Cox
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LESS IS MORE
Drag and dropMAKE IT EASY FORCLIENTS AND RESPONDENTS
REAL-TIME DATA ANALYSIS
EASY TO INTERPRETVISUALIZATION
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LESS IS MORE
COPY& PASTE ATTRIBUTESAND OPTIONS
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LESS IS MORE
ADJUST EXPERIENCE
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MAKE IT EASY FORCLIENTS AND RESPONDENTS
REAL-TIME DATA ANALYSIS
EASY TO INTERPRETVISUALIZATION
LESS IS MORE
ONLY 3-5 SCREENS
powered by aytm.com Lev Mazin
LESS IS MORE
MAKE IT EASY FORCLIENTS AND RESPONDENTS
REAL-TIME DATA ANALYSIS
EASY TO INTERPRETVISUALIZATION
powered by aytm.com Lev Mazin
LESS IS MORE
MAKE IT EASY FORCLIENTS AND RESPONDENTS
REAL-TIME DATA ANALYSIS
EASY TO INTERPRETVISUALIZATION
powered by aytm.com Lev Mazin
MAKE IT EASY FORCLIENTS AND RESPONDENTS
REAL-TIME DATA ANALYSIS
EASY TO INTERPRETVISUALIZATION
VISUALIZATION
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MAKE IT EASY FORCLIENTS AND RESPONDENTS
REAL-TIME DATA ANALYSIS
EASY TO INTERPRETVISUALIZATION
VISUALIZATION
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PROs:FAST:MINUTES TO SET UP AND ANSWER
EASY:ANYONE CAN USEAND ANALYZE IN REAL-TIME
EXPRESS: PROS
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CONs:AGGREGATEDRESULTS
APPROXIMATION
INHERITEDFOCUS ON ONEBEST COMBINATION
EXPRESS: CONS
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PRIORITIES:
HIGHEST ACCURACY
OPTIMIZEDATA CRUNCHINGCYCLES
EXPANDING THE METHODOLOGY
GOING FURTHER
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EXPRESS VS. SEGMENTATIONPARIS AS VACATION PACKAGE DESTINATION
PRIORITIES:
HIGHEST ACCURACY
OPTIMIZEDATA CRUNCHINGCYCLES
EXPANDING THE METHODOLOGY
powered by aytm.com Lev Mazin
EXPRESS VS. SEGMENTATIONPARIS AS VACATION PACKAGE DESTINATION
PRIORITIES:
HIGHEST ACCURACY
OPTIMIZEDATA CRUNCHINGCYCLES
EXPANDING THE METHODOLOGY
powered by aytm.com Lev Mazin
EXPRESS VS. SEGMENTATIONPARIS AS VACATION PACKAGE DESTINATION
PRIORITIES:
HIGHEST ACCURACY
OPTIMIZEDATA CRUNCHINGCYCLES
EXPANDING THE METHODOLOGY
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GOING FURTHER
BAYESIANHIERARCHICAL
Thom
as B
ayes
MODEL
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TECH INSIDE:
HIERARCHICAL BAYESIAN MODELMULTINOMIAL LOGISTIC REGRESSION
GOING FURTHER
+ CLUSTERING
FINITE GAUSSIAN MIXTURE MODEL VIA EXPECTATION-MAXIMIZATION ALGORITHM, WITH BAYESIAN INFORMATION CRITERION FOR MODEL SELECTION.
MULTIPLE BI-VARIATE FISHER'S EXACT TESTS FOR CATEGORICAL VARIABLES, AND WELCH'S T-TEST FOR NUMERICAL VARIABLES
Rona
ld F
ishe
r
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PRIORITIES:
HIGHEST ACCURACY
OPTIMIZEDATA CRUNCHINGCYCLES
EXPANDING THE METHODOLOGY
GOING FURTHER
7-10 SCREENS
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OPTIMIZATION:
9 HOURS >5-15 MINUTES CRUNCH TIMETIM
EGOING FURTHER
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PRIORITIES:
HIGHEST ACCURACY
OPTIMIZEDATA CRUNCHINGCYCLES
EXPANDING THE METHODOLOGY
GOING FURTHER
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GOING FURTHER
Mal
colm
Gla
dwel
lH
owar
d M
osko
witz
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PRIORITIES:
HIGHEST ACCURACY
OPTIMIZEDATA CRUNCHINGCYCLES
EXPANDING THE METHODOLOGY
SEG
MEN
TATI
ON
LAYE
RGOING FURTHER
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SEG
MEN
TATI
ON
LAYE
R
powered by aytm.com Lev MazinN= 321/1,123powered by aytm.com Page # 40
PLEASE CHOOSE THE VACATION PACKAGE YOU PREFER Jan 17 2017prepared by Lev Mazin
Importance of attributes
1 Destinations Expand 38.7%
2 Vacation duration Expand
11.6%
3 Flight included Expand 16.0%
4 Entertainment Expand 11.7%
5 Included food and drinks Expand
14.6%
Conjoint Segmentation. Persona 1. 578 respondents in this cluster
Joel
Joel showed specific preference for Paris, France
over other options of Destinations.
Prevalent traits:Gender: MalesAge Range: 35+Ethnicity / Race: White American
Favorite answers:Q1Q2A6Q11SQ1
powered by aytm.com Lev MazinN= 321/1,123powered by aytm.com Page # 41
PLEASE CHOOSE THE VACATION PACKAGE YOU PREFER Jan 17 2017prepared by Lev Mazin
Importance of attributes
1 Destinations Expand 38.7%
2 Vacation duration Expand
11.6%
3 Flight included Expand 16.0%
4 Entertainment Expand 11.7%
5 Included food and drinks Expand
14.6%
Joel
Joel showed specific preference for Paris, France
over other options of Destinations.
Prevalent traits:Gender: MalesAge Range: 35+Ethnicity / Race: White American
Favorite answers:Q1Q2A6Q11SQ1
Market share view
Destination Vacation duration Flight included Entertainment Food & drinks Internet service Score
1 Sydney, Australia 10 days Non-stop flight All museums pass Unlimited High speed 86.9%
2 Sydney, Australia 10 days Non-stop flight Spa packages Unlimited High speed 86.6%
3 Sydney, Australia 3 weeks Non-stop flight All museums pass Unlimited High speed 85.8%
4 Sydney, Australia 2 weeks Non-stop flight All museums pass Unlimited High speed 85.5%
5 Sydney, Australia 10 days Non-stop flight All museums pass Unlimited High speed 85.5%
6 Sydney, Australia 3 weeks Non-stop flight Spa packages Unlimited High speed 85.4%
7 Sydney, Australia 10 days Non-stop flight All museums pass Unlimited High speed 85.3%
8 Sydney, Australia 2 weeks Non-stop flight Spa packages Unlimited High speed 85.2%
9 Sydney, Australia 7 days Non-stop flight All museums pass Unlimited High speed 85.1%
10 Sydney, Australia 10 days Non-stop flight Night club pass Unlimited High speed 84.8%
Top ten packages. Conjoint Segmentation. Persona 1. 578 respondents in this cluster
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TESTING AND OPTIMIZINGNEW TECH
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TESTS:
OPTIMAL N
VALIDATION
N/A OPTION
EXPRESS VS HB
MINIMAL N
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TESTS:
OPTIMAL N
VALIDATION
N/A OPTION
EXPRESS VS HB
IMPACT OF THE N/A OPTIONVACATION PACKAGE DESTINATION AND DURATION MEANS (33 variables)
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TESTS:
OPTIMAL N
VALIDATION
N/A OPTION
EXPRESS VS HB
EXPRESS VS. HBVACATION DURATION IMPORTANCE
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TESTS:
OPTIMAL N
VALIDATION
N/A OPTION
EXPRESS VS HB
EXPRESS VS. HB RESPONDENTS’ SURVEY-TAKING EXPERIENCE RATING
4 screens
7 screens
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WE’VE PROVEN THAT IT’S POSSIBLE
OBJECTIVE:
FULLY AUTOMATEC.B. CONJOINT TESTS WHILE STAYING TRUE TO OUR COREBRAND PROMISES
GOALS:
MAKE IT EASY FORCLIENTS AND RESPONDENTS
ANALYZE DATA IN REAL TIME
CREATE ONLINESIMULATOR THAT A NON-RESEARCHER COULD USE
GOALS:
ACHIEVE THE HIGHEST POSSIBLE ACCURACY
OPTIMIZE DATA-CRUNCHING TIME
EXPAND THE METHODOLOGY ONE STEP FURTHER
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+1 (415) 364-8601 support@aytm.comaytm.com
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