Today’s post continues my examination of working with individual-level scores from choice modeling surveys, such as MaxDiff and Conjoint Analysis surveys. In this post, we’ll examine and visualize correlation patterns among the items. This also sets ...
Before jumping into today’s topic, I will highlight the previous post in case you missed it: guest author — and coauthor of the Quant UX book — Kerry Rodden discusses HEART metrics. It updates Kerry’s classic description of HEART with new reflections...
Increasingly, I think there is a deep and mostly unstated assumption about survey research that drives profound misunderstanding: the belief in a "true score". Researchers and their audiences expect that there is an underlying real value that we can ...
A popular — and yet in my opinion not popular enough — method to investigate pricing is the Van Westendorp Price Sensitivity Meter (I'll call it "VW PSM"). The VW PSM is a fast and simple way to investigate perceptions of pricing. I'll show how it wo...
Choice-based conjoint analysis (or "conjoint" for short) is an astonishingly powerful survey method. Conjoint can help determine the value of a product's features, find respondents' price sensitivity, and identify interested customer segments. I've w...
When I first worked in UX for consumer electronics (CE) devices, I faced a recurring problem: what to do about the fact that some users are fans of any particular product category, while others care very little. For example, some people are keyboard ...
