Research, Politics and the Web Can Mix: Considerations, Experiences, Trials, Tribulations in Adapting Conjoint Measurement to Optimizing a Political Platform as if it were a Consumer Product
This article presents the authors' approach to understanding the differences in response patterns among consumers. The article shows how these differences lead to a profound understanding of behavioral and attitudinal preference segments. The approach provides a way for marketers and product developers to use consumer research as a guide to opportunities for new products and services.
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