CONJOINT - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/06/NA/Lev.pdfABOUT USING UI/UX PRINCIPLES TO DRIVE AUTOMATION OF A PROVEN, ROBUST METHODOLOGY SUCH AS CHOICE

powered by aytm.com Lev Mazin

CONJOINT REIMAGINED!


EVERYTHING THAT CAN BE AUTOMATED SHOULD BE AUTOMATED

EVERYTHING THAT SHOULD BE AUTOMATED WILL BE AUTOMATED

EVERYTHING ELSE IS ART

CASE STUDY ABOUT AUTOMATION

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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)


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BUSINESS OBJECTIVE WE NEEDED TO ADDRESS:

FULLY AUTOMATE CBCTO MAKE IT FAST, EASY AND RELIABLE FOR OUR FAST-PACED CLIENTS


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tor


CONJOINT?WHAT COMES TO MIND when you hear the word


EXPENSIVE

BIG PROJECT

MANUAL COMPLICATED5-10 WEEKS

CALL STATISTICIANS

MOBILE-UNFRIENDLY

LONG LOI

TAKES A VILLAGE…

LONGHIGH QUALITYSOPHISTICATED

HIERARCHICAL BAYESIAN


WHAT ELSE COMES TO MIND?

INDUSTRY GOLD STANDARD

BY RESEARCHERS FOR RESEARCHERS

TRUSTEDHIGHLY REPUTABLEBRILLIANT TEAM


WHAT ELSE COMES TO MIND?

NEW WAVE

EXPERIMENTAL

BRILLIANT TEAMS

BY DEVELOPERS FOR RESEARCHERSAND EVERYONE ELSE


WHAT IS IT ANYWAY?


WHAT IS IT ANYWAY?


WHAT IS IT ANYWAY?


WHAT IS IT ANYWAY?


WHAT IS IT ANYWAY?


WHAT IS IT ANYWAY?


OBJECTIVES:

FULLY AUTOMATECONJOINT TESTSWHILE STAYING TRUE TO OUR COREBRAND PROMISES

CONTRADICTORY OBJECTIVES

FAST ACCURATE


PRIORITIES:

MAKE IT EASY FORCLIENTS AND RESPONDENTS

REAL-TIME DATA ANALYSIS

EASY TO INTERPRETVISUALIZATION

LESS IS MORE


TECH INSIDE:

MULTINOMIAL LOGISTIC REGRESSION

LESS IS MORE

Sir D

avid

Rox

bee

Cox


LESS IS MORE

Drag and dropMAKE IT EASY FORCLIENTS AND RESPONDENTS




LESS IS MORE

COPY& PASTE ATTRIBUTESAND OPTIONS


LESS IS MORE

ADJUST EXPERIENCE





LESS IS MORE

ONLY 3-5 SCREENS


LESS IS MORE





LESS IS MORE








VISUALIZATION





VISUALIZATION


PROs:FAST:MINUTES TO SET UP AND ANSWER

EASY:ANYONE CAN USEAND ANALYZE IN REAL-TIME

EXPRESS: PROS


CONs:AGGREGATEDRESULTS

APPROXIMATION

INHERITEDFOCUS ON ONEBEST COMBINATION

EXPRESS: CONS


PRIORITIES:

HIGHEST ACCURACY

OPTIMIZEDATA CRUNCHINGCYCLES

EXPANDING THE METHODOLOGY

GOING FURTHER


EXPRESS VS. SEGMENTATIONPARIS AS VACATION PACKAGE DESTINATION

PRIORITIES:

HIGHEST ACCURACY





PRIORITIES:

HIGHEST ACCURACY





PRIORITIES:

HIGHEST ACCURACY




GOING FURTHER

BAYESIANHIERARCHICAL

Thom

as B

ayes

MODEL


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

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PRIORITIES:

HIGHEST ACCURACY



GOING FURTHER

7-10 SCREENS


OPTIMIZATION:

9 HOURS >5-15 MINUTES CRUNCH TIMETIM

EGOING FURTHER


PRIORITIES:

HIGHEST ACCURACY



GOING FURTHER


GOING FURTHER

Mal

colm

Gla

dwel

lH

owar

d M

osko

witz


PRIORITIES:

HIGHEST ACCURACY



SEG

MEN

TATI

ON

LAYE

RGOING FURTHER


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

https://aytm.com/surveys/336282/stat/cccdabc474c71f305c925a2748f69f22#charts/color=5,c1,c2,chart=pie,c14,c15,c16,c21,c8,c6,c4,c5,c19,c13,tcv12=stacked,c9,c12,c11,c7,c18,c17,c10,c22,c20

https://aytm.com/target-markets/new#/

https://aytm.com/preview/fHm6juj

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%


6 Sydney, Australia 3 weeks Non-stop flight Spa packages Unlimited High speed 85.4%


8 Sydney, Australia 2 weeks Non-stop flight Spa packages Unlimited High speed 85.2%


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

https://aytm.com/surveys/336282/stat/cccdabc474c71f305c925a2748f69f22#charts/color=5,c1,c2,chart=pie,c14,c15,c16,c21,c8,c6,c4,c5,c19,c13,tcv12=stacked,c9,c12,c11,c7,c18,c17,c10,c22,c20

https://aytm.com/target-markets/new#/

https://aytm.com/preview/fHm6juj


TESTING AND OPTIMIZINGNEW TECH


TESTS:

OPTIMAL N

VALIDATION

N/A OPTION

EXPRESS VS HB

MINIMAL N


TESTS:

OPTIMAL N

VALIDATION

N/A OPTION

EXPRESS VS HB

IMPACT OF THE N/A OPTIONVACATION PACKAGE DESTINATION AND DURATION MEANS (33 variables)


TESTS:

OPTIMAL N

VALIDATION

N/A OPTION

EXPRESS VS HB

EXPRESS VS. HBVACATION DURATION IMPORTANCE


TESTS:

OPTIMAL N

VALIDATION

N/A OPTION

EXPRESS VS HB

EXPRESS VS. HB RESPONDENTS’ SURVEY-TAKING EXPERIENCE RATING

4 screens

7 screens


WE’VE PROVEN THAT IT’S POSSIBLE

OBJECTIVE:

FULLY AUTOMATEC.B. CONJOINT TESTS WHILE STAYING TRUE TO OUR COREBRAND PROMISES

GOALS:


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


+1 (415) 364-8601 [email protected]

Live demo today at 3:30 at the Board RoomStop by the AYTM booth to experience it firsthand

Documents

CONJOINT - Insight Innovationinsightinnovation.org/wp-content/uploads/2017/06/NA/Lev.pdfABOUT USING UI/UX PRINCIPLES TO DRIVE AUTOMATION OF A PROVEN, ROBUST METHODOLOGY SUCH AS CHOICE