In designs with just two attributes – typically first attribute precisely describing products plus price – share of preference simulations fail, if the objective is to explore effects of adding variants to / dropping variants from a brand portfolio. We present an easy to implement extension of the RFC approach, which in contrast to standard RFC can handle the case of having a single attribute for concepts. We compare this development with existing, but in implementation more complex approaches, like nested logit and 2-step simulations.
Matthias Tien, Ipsos Marketing Science, Deutschland
Dr. Florian Sailer, Expert Automotive Analytics, Ipsos