Live Audio-Session with Brian Ottum, Ph.D. President Ottum Research & Consulting

Going out and hearing the ‘voice of the customer’ is often easy.  The hard part is separating out the “nice to have’s” from the “must have’s.”  Companies need a succinct ranking of what is most important to customers. Conjoint analysis is an excellent tool for this especially during new product development.

However, conjoint is complex and not well understood. Conjoint analysis is a sophisticated tool for uncovering the realistic importance of product and service features, as well as price sensitivity. This audio-session is designed to show you how conjoint works. By using case studies, you will learn about the various versions of conjoint and their best applications.

In this 90-minute audio-session, Brian will cover:

• When to use (and when not use) conjoint analysis

• What you can expect from the results of conjoint analysis

• Assumptions and limitations of conjoint analysis

By participating in this session, with Q&A woven throughout, you will have the opportunity to bring your own experiences (and questions) into the discussion and receive expert feedback. 

Invite your whole team to join you - the fee is the same as long as you are on one line, just put it on speakerphone!

About the Session Leader
Brian D. Ottum is President of Ottum Research & Consulting, in Saline, MI.  His practice is focused on new product development consulting and innovative market research tools.  Ottum Research & Consulting serves clients in the packaged goods, durables, and high technology industries.  Prior to starting his own firm, Brian worked in new product development and international market research for Procter & Gamble.  He holds a Ph.D. from the University of Utah, an MBA from Xavier University and a BS in Chemical Engineering from the University of Wisconsin.  Brian also teaches new product development classes at conferences and at the University of Michigan.