Conjoint‐based preferential segmentation in the design of a new financial service

Abstract

Presents a conjoint‐based method of preferential segmentation. It outperforms other techniques in that it provides a higher level of intra‐group homogeneity as far as the most preferred product/service design is concerned, and its interpretation is more straightforward. Illustrates the method by way of an application in the design of a new financial service.