Example CBC (Choice Based Conjoint)
| BASE SCENARIO | WORKING SCENARIO | CHANGE (WORKING minus BASE) | |
|---|---|---|---|
| group 3 | group3 | ||
| subgroup 1 | subgroup 1 | ||
| NEW PRODUCT PROFILE | |||
| Attribute 1 | level 2 | level 1 | |
| Attribute 2 | level 2 | level 1 | |
| Attribute 3 | level 2 | level 4 | |
| Attribute 4 | level 2 | level 2 | |
| Attribute 5 | level 1 | level 3 | |
| Attribute 6 | level 4 | level 2 | |
| SIMULATION RESULTS | % | % | % |
| NEW PRODUCT | 4.1 | 16.5 | +12.4 |
| Existing product 1 | 10.7 | 8.7 | -2.0 |
| Existing product 2 | 10.9 | 8.6 | -2.4 |
| Existing product 3 | 14.0 | 12.2 | -1.8 |
| Existing product 4 | 29.5 | 27.2 | -2.3 |
| Existing product 5 | 10.0 | 9.3 | -0.7 |
| Existing product 6 | 17.2 | 14.5 | -2.7 |
| Combinations | 3.4 | 2.9 | -0.5 |
| TOTAL | 100 | 100 | - |
