SlideShare a Scribd company logo
1 of 78
Download to read offline
Der Fluch der Curly Fries
Wie Menu-Based Conjoint dabei helfen kann,
komplexe Konsumentenentscheidungen zu modellieren

Eva Kulla & Christine Hübner
SKIM | 24. Oktober 2013
SKIM
=
Verstehen von
Konsumentenentscheidungen
SKIM liefert Antworten in drei Bereichen
Innovation

Communication

Pricing & Portfolio

Damit Sie in die
richtigen Ideen mit
Potential investieren

Weil nicht nur zählt,
was Sie sagen, sondern
auch wie Sie es sagen

Weil Konsumenten Ihren
Produkten unterschiedlich viel Wert beimessen
Wer wir sind
Eva Kulla,
Project Director

Christine Hübner,
Research Consultant
Wo wir unsere SKIM Basis haben

London
Rotterdam
San Francisco

New York

San Jose
= SKIM Büros
= geplante SKIM Büros
= wo SKIM bisher geforscht hat

Rio de Janeiro

Genf
Was wir im Ausland vermissen
Wer kennt noch diese Süssen?

1,- DM

1,- DM

1,- DM
Conjoint Analyse, wie wir sie kennen…
Merkmale

Ausprägungen

Marke

Ritter Sport

Packungsgrösse

100gr

250gr

Sorte

Marzipan

Nugat

Preis

0,80 DM

1,- DM

Milka

Lindt

Joghurt

Traube-Nuss

1,20 DM

1,50 DM

Knusperkeks
1,80 DM
… und was heute aus ihr geworden ist
[GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries
[GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries
[GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries
Weitere Beispiele für Angebotsexplosion
Weitere Beispiele für Angebotsexplosion
Und ein Alptraum für Marketeers
Der Fluch der Curly Fries
[GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries
David
Senior Product Manager
...in den 80ern…
...in den 80ern…
...in den 90ern…
...und heute…
Philipp
Junior Product Manager
Easy Fries
Grün, Gesund, Grossartig
Die Schlacht
David oder Philipp?
Die Lösung
Jennifer
Marktforscherin bei MIKS
Die Frage

oder
Die Frage

oder
Die Methode

MBC
Menu Based Conjoint
Ihre Auswahl

1,- €

3,- €

1,- €

1,50 €
Ihre Auswahl

1,- €

3,- €

1,- €

1,50 €
Ihre Auswahl

1,- €

3,- €

1,- €

1,50 € 1,50 €
Ihre Auswahl

1,- €

3,- €

1,- €

1,50 € 1,50 €
Ihre Auswahl

1,- €

3,- €

0,80 €

1,50 € 1,50 €
Ihre Auswahl

1,- €

3,- €

0,80 €

1,50 € 1,50 €
Ihre Auswahl

1,- €

3,- €

0,80 €

1,50 € 1,50 €
Ihre Auswahl

1,- €

3,- €

0,80 €

1,50 € 1,50 €
Ihre Auswahl

1,- €

3,- €

1,50 € 1,50 €
4 Wochen und 1000 Befragte später…
Insight #1
# Viele Leute nehmen den King Burger
zusammen mit den Curly Fries.
Insight #1
# Wenn Donald King die Curly Fries
abschafft…
Insight #1
# …kaufen weniger Leute den King Burger.
Insight #2
# Curly Fries Fans…
Insight #2
# …würden gar nicht mehr zu Donald
King kommen.
Und jetzt?
Und jetzt?
# Die Curly Fries im
Angebot behalten!
Umsatz
Und was ist mit mir?
Können wir die Easy Fries
trotzdem einführen?
Insight #3
# Neues Segment: “Grüne” Familien
Insight #3
# Neues Segment: “Grüne” Familien
Insight #4
# Keine Kannibalisierung
Insight #4
# Zwei verschiedene Käufergruppen
Und jetzt?
Und jetzt?
# Easy Fries für 1,50 € einführen

Umsatz
Und jetzt?

oder
Und jetzt?

oder
Die Lösung

und
Die Lösung

und
0,80 €

1,50 €
Und jetzt?
[GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries
Wie kann so eine Menü-Studie aussehen?
Das Menü für diesen Flitzer…
Das Menü für diesen Flitzer…
Komfortsitze

€ 90

Komfort-Paket
€ 440

Blau-Metallic

€ 450

Sportsitze

Basispreis: €10,000

Parkassistent € 195
Regensensor

Sport-Paket
€ 760

€ 150

Leichtmetallräder € 350

€ 265

Klimaanlage € 90

Sitzheizung

€ 165

Navigationssystem

Gesamtpreis: €10,000

Soundsystem € 75
Ambiente-Paket
€ 265

Navigations-Paket
€ 375

€150

GPS Assistant € 320
Welche Optionen würden Sie wählen?
Komfortsitze

€ 90

Komfort-Paket
€ 440

Blau-Metallic

€ 450

Sportsitze

Basispreis: €10,000

Parkassistent € 195
Regensensor

Sport-Paket
€ 760

€ 150

Leichtmetallräder € 350

€ 265

Klimaanlage € 90

Sitzheizung

€ 165

Navigationssystem

Gesamtpreis: €10,000

Soundsystem € 75
Ambiente-Paket
€ 265

Navigations-Paket
€ 375

€150

GPS Assistant € 320
Welche Optionen würden Sie wählen?
Komfortsitze

€ 90

Komfort-Paket
€ 440

Blau-Metallic

€ 450

Sportsitze

Basispreis: €10,000

Parkassistent € 195
Regensensor

Sport-Paket
€ 760

€ 150

Leichtmetallräder € 350

€ 265

Klimaanlage € 90

Sitzheizung

€ 165

Navigationssystem

Gesamtpreis: €10,000

Soundsystem € 75
Ambiente-Paket
€ 265

Navigations-Paket
€ 375

€150

GPS Assistant € 320
Welche Optionen würden Sie wählen?
Komfortsitze

€ 90

Komfort-Paket
€ 440

Blau-Metallic

€ 450

Sportsitze

Basispreis: €10,000

Parkassistent € 195
Regensensor

Sport-Paket
€ 760

€ 150

Leichtmetallräder € 350

€ 265

Klimaanlage € 90

Sitzheizung

€ 165

Navigationssystem

Gesamtpreis: €10,000

Soundsystem € 75
Ambiente-Paket
€ 265

Navigations-Paket
€ 375

€150

GPS Assistant € 320
Welche Optionen würden Sie wählen?
Komfortsitze

€ 90

Komfort-Paket
€ 440

Blau-Metallic

€ 450

Sportsitze

Basispreis: €10,000

Parkassistent € 195
Regensensor

Sport-Paket
€ 760

€ 150

Leichtmetallräder € 350

€ 265

Klimaanlage € 90

Sitzheizung

€ 165

Navigationssystem

Gesamtpreis: €11,355

Soundsystem € 75
Ambiente-Paket
€ 265

Navigations-Paket
€ 375

€150

GPS Assistant € 320
Welche Optionen würden Sie wählen?
Komfortsitze

€ 90

Komfort-Paket
€ 440

Blau-Metallic

€ 450

Sportsitze

Basispreis: €10,000

Parkassistent € 195
Regensensor

Sport-Paket
€ 760

€ 150

Leichtmetallräder € 350

€ 265

Klimaanlage € 90

Sitzheizung

€ 165

Navigationssystem

Gesamtpreis: €10,000

Soundsystem € 75
Ambiente-Paket
€ 265

Navigations-Paket
€ 375

€150

GPS Assistant € 320
Welche Optionen würden Sie wählen?
Komfortsitze

€ 90

Komfort-Paket
€ 500

Blau-Metallic

€ 450

Sportsitze

Basispreis: €10,000

Parkassistent € 195
Regensensor

Sport-Paket
€ 660

€ 150

Leichtmetallräder € 350

€ 265

Klimaanlage € 90

Sitzheizung

€ 165

Navigationssystem

Gesamtpreis: €10,000

Soundsystem € 75
Ambiente-Paket
€ 165

Navigations-Paket
€ 275

€150

GPS Assistant € 320
Welche Optionen würden Sie wählen?
Komfortsitze

€ 90

Komfort-Paket
€ 500

Blau-Metallic

€ 450

Sportsitze

Basispreis: €10,000

Parkassistent € 195
Regensensor

Sport-Paket
€ 660

€ 150

Leichtmetallräder € 350

€ 265

Klimaanlage € 90

Sitzheizung

€ 165

Navigationssystem

Gesamtpreis: €11,365

Soundsystem € 75
Ambiente-Paket
€ 165

Navigations-Paket
€ 275

€150

GPS Assistant € 320
Welche Fragen kann man mit MBC genau
beantworten?
Mögliche Fragestellungen für MBC
Angebote
optimieren

oder

Umsatz
einschätzen

Segmente
finden
+
Unser Flitzer – und jetzt?
Preissensibilität

Simulationen
Komfort-Paket

Komfort-Paket

€ 500

%

18.5%
Komfort-Sitze

€ 90
7.2%

Parkassistent

€ 195
11.3%

Regensensor
€400 €450 €500

Preis

€ 265
9.9%
Unser Flitzer – und jetzt?
Preissensibilität

Simulationen
Komfort-Paket

Komfort-Paket

%

€450
25.3%

Komfort-Sitze

€ 90
3.4%

Parkassistent

€ 195
11.3%

Regensensor
€400 €450 €500

Preis

€ 265
9.9%
Zu guter Letzt: Das 3 x 3 von MBC

• Konsumenten haben Wahlfreiheit
• Angebotsoptimierung wird schwieriger

• MBC kann Antworten geben
Angebotsexplosion: Wo noch?
Visit us at stand 213!
Contact us or follow us online!

Eva Kulla | Project Director
e.kulla@skimgroup.com
+31 10 282 3542

Christine Huebner | Research Consultant
c.huebner@skimgroup.com
+31 10 282 3540

More Related Content

Viewers also liked

Viewers also liked (16)

Sp loc-08-35-santiago y-juan
Sp loc-08-35-santiago y-juanSp loc-08-35-santiago y-juan
Sp loc-08-35-santiago y-juan
 
Proyecto final de modulo 3 9,5
Proyecto final de modulo 3 9,5Proyecto final de modulo 3 9,5
Proyecto final de modulo 3 9,5
 
Powert point zuzena
Powert point zuzenaPowert point zuzena
Powert point zuzena
 
Ponencia Carlos Guédez
Ponencia Carlos GuédezPonencia Carlos Guédez
Ponencia Carlos Guédez
 
Foc2013 results 31.8.2013
Foc2013   results 31.8.2013Foc2013   results 31.8.2013
Foc2013 results 31.8.2013
 
Postgrados y taller de investigación, mónica urigüen, nov. 2014
Postgrados y taller de investigación, mónica urigüen, nov. 2014Postgrados y taller de investigación, mónica urigüen, nov. 2014
Postgrados y taller de investigación, mónica urigüen, nov. 2014
 
The miracles of jesus spanish cb
The miracles of jesus spanish cbThe miracles of jesus spanish cb
The miracles of jesus spanish cb
 
Que es-lo-mas-dificil-de-soportar-en-tu-familia
Que es-lo-mas-dificil-de-soportar-en-tu-familiaQue es-lo-mas-dificil-de-soportar-en-tu-familia
Que es-lo-mas-dificil-de-soportar-en-tu-familia
 
Lecciones de-apolos-un-estudio-biografico
Lecciones de-apolos-un-estudio-biograficoLecciones de-apolos-un-estudio-biografico
Lecciones de-apolos-un-estudio-biografico
 
5 Gründe warum Verkäuferseminare scheitern
5 Gründe warum Verkäuferseminare scheitern5 Gründe warum Verkäuferseminare scheitern
5 Gründe warum Verkäuferseminare scheitern
 
Jalar la soga
Jalar la sogaJalar la soga
Jalar la soga
 
Lecciones de-lazaro-un-estudio-biografico
Lecciones de-lazaro-un-estudio-biografico Lecciones de-lazaro-un-estudio-biografico
Lecciones de-lazaro-un-estudio-biografico
 
Peter and the power of prayer spanish
Peter and the power of prayer spanishPeter and the power of prayer spanish
Peter and the power of prayer spanish
 
Compu monica
Compu monicaCompu monica
Compu monica
 
Las bondades del limón
Las bondades del limónLas bondades del limón
Las bondades del limón
 
Rich man poor man spanish cb
Rich man poor man spanish cbRich man poor man spanish cb
Rich man poor man spanish cb
 

More from SKIM

SKIM Segmentation - Examples of client deliverables
SKIM Segmentation - Examples of client deliverablesSKIM Segmentation - Examples of client deliverables
SKIM Segmentation - Examples of client deliverablesSKIM
 
Turning tactical discounts into an effective price promotion strategy - EPP P...
Turning tactical discounts into an effective price promotion strategy - EPP P...Turning tactical discounts into an effective price promotion strategy - EPP P...
Turning tactical discounts into an effective price promotion strategy - EPP P...SKIM
 
Mobile Ready Hero Images: Optimizing eContent for faster, easier online shopping
Mobile Ready Hero Images: Optimizing eContent for faster, easier online shoppingMobile Ready Hero Images: Optimizing eContent for faster, easier online shopping
Mobile Ready Hero Images: Optimizing eContent for faster, easier online shoppingSKIM
 
Turning a corner on negative perceptions of refugees in europe
Turning a corner on negative perceptions of refugees in europeTurning a corner on negative perceptions of refugees in europe
Turning a corner on negative perceptions of refugees in europeSKIM
 
How new mobile research can help you uncover true consumer preferences in eme...
How new mobile research can help you uncover true consumer preferences in eme...How new mobile research can help you uncover true consumer preferences in eme...
How new mobile research can help you uncover true consumer preferences in eme...SKIM
 
Co-presenting a webinar on “Long term impact of promotions” with PepsiCo
Co-presenting a webinar on “Long term impact of promotions” with PepsiCo Co-presenting a webinar on “Long term impact of promotions” with PepsiCo
Co-presenting a webinar on “Long term impact of promotions” with PepsiCo SKIM
 
Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...
Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...
Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...SKIM
 
"Big simulators with dozens of products: Which conjoint method is most suitab...
"Big simulators with dozens of products: Which conjoint method is most suitab..."Big simulators with dozens of products: Which conjoint method is most suitab...
"Big simulators with dozens of products: Which conjoint method is most suitab...SKIM
 
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...SKIM
 
SKIMspiration 2015 - Consumer Decision Journey
SKIMspiration 2015 - Consumer Decision JourneySKIMspiration 2015 - Consumer Decision Journey
SKIMspiration 2015 - Consumer Decision JourneySKIM
 
The Patient Journey Evolution: A case study
The Patient Journey Evolution: A case studyThe Patient Journey Evolution: A case study
The Patient Journey Evolution: A case studySKIM
 
ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...
ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...
ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...SKIM
 
Webinar "How to screen 100+ concepts with MaxDiff"
Webinar "How to screen 100+ concepts with MaxDiff"Webinar "How to screen 100+ concepts with MaxDiff"
Webinar "How to screen 100+ concepts with MaxDiff"SKIM
 
How new mobile research techniques create better insights
How new mobile research techniques create better insightsHow new mobile research techniques create better insights
How new mobile research techniques create better insightsSKIM
 
Optimizing the OMNI in Omnichannel
Optimizing the OMNI in OmnichannelOptimizing the OMNI in Omnichannel
Optimizing the OMNI in OmnichannelSKIM
 
Developing and Testing Product Claims
Developing and Testing Product ClaimsDeveloping and Testing Product Claims
Developing and Testing Product ClaimsSKIM
 
Webinar "Insight Acceleration: From 6 weeks to 22 hours of research"
Webinar "Insight Acceleration: From 6 weeks to 22 hours of research" Webinar "Insight Acceleration: From 6 weeks to 22 hours of research"
Webinar "Insight Acceleration: From 6 weeks to 22 hours of research" SKIM
 
IIeX EU 2017 - How new mobile research techniques can create better insights
IIeX EU 2017 - How new mobile research techniques can create better insightsIIeX EU 2017 - How new mobile research techniques can create better insights
IIeX EU 2017 - How new mobile research techniques can create better insightsSKIM
 
PMRC USA 2017 - Mobile Forecasting in the Age of Personalized Medicine
PMRC USA 2017 - Mobile Forecasting in the Age of Personalized MedicinePMRC USA 2017 - Mobile Forecasting in the Age of Personalized Medicine
PMRC USA 2017 - Mobile Forecasting in the Age of Personalized MedicineSKIM
 
Unspoken™: Swipe left, swipe right - The only way is mobile
Unspoken™: Swipe left, swipe right - The only way is mobileUnspoken™: Swipe left, swipe right - The only way is mobile
Unspoken™: Swipe left, swipe right - The only way is mobileSKIM
 

More from SKIM (20)

SKIM Segmentation - Examples of client deliverables
SKIM Segmentation - Examples of client deliverablesSKIM Segmentation - Examples of client deliverables
SKIM Segmentation - Examples of client deliverables
 
Turning tactical discounts into an effective price promotion strategy - EPP P...
Turning tactical discounts into an effective price promotion strategy - EPP P...Turning tactical discounts into an effective price promotion strategy - EPP P...
Turning tactical discounts into an effective price promotion strategy - EPP P...
 
Mobile Ready Hero Images: Optimizing eContent for faster, easier online shopping
Mobile Ready Hero Images: Optimizing eContent for faster, easier online shoppingMobile Ready Hero Images: Optimizing eContent for faster, easier online shopping
Mobile Ready Hero Images: Optimizing eContent for faster, easier online shopping
 
Turning a corner on negative perceptions of refugees in europe
Turning a corner on negative perceptions of refugees in europeTurning a corner on negative perceptions of refugees in europe
Turning a corner on negative perceptions of refugees in europe
 
How new mobile research can help you uncover true consumer preferences in eme...
How new mobile research can help you uncover true consumer preferences in eme...How new mobile research can help you uncover true consumer preferences in eme...
How new mobile research can help you uncover true consumer preferences in eme...
 
Co-presenting a webinar on “Long term impact of promotions” with PepsiCo
Co-presenting a webinar on “Long term impact of promotions” with PepsiCo Co-presenting a webinar on “Long term impact of promotions” with PepsiCo
Co-presenting a webinar on “Long term impact of promotions” with PepsiCo
 
Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...
Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...
Iterative Multilevel Empirical Bayes (IMEB): An efficient flexible and robust...
 
"Big simulators with dozens of products: Which conjoint method is most suitab...
"Big simulators with dozens of products: Which conjoint method is most suitab..."Big simulators with dozens of products: Which conjoint method is most suitab...
"Big simulators with dozens of products: Which conjoint method is most suitab...
 
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...
Co-presented with Mars Petcare on "Disrupting the habitual consumer decision ...
 
SKIMspiration 2015 - Consumer Decision Journey
SKIMspiration 2015 - Consumer Decision JourneySKIMspiration 2015 - Consumer Decision Journey
SKIMspiration 2015 - Consumer Decision Journey
 
The Patient Journey Evolution: A case study
The Patient Journey Evolution: A case studyThe Patient Journey Evolution: A case study
The Patient Journey Evolution: A case study
 
ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...
ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...
ESOMAR LATAM 2017 - Swipe right, swipe left: Implicit research metric via eng...
 
Webinar "How to screen 100+ concepts with MaxDiff"
Webinar "How to screen 100+ concepts with MaxDiff"Webinar "How to screen 100+ concepts with MaxDiff"
Webinar "How to screen 100+ concepts with MaxDiff"
 
How new mobile research techniques create better insights
How new mobile research techniques create better insightsHow new mobile research techniques create better insights
How new mobile research techniques create better insights
 
Optimizing the OMNI in Omnichannel
Optimizing the OMNI in OmnichannelOptimizing the OMNI in Omnichannel
Optimizing the OMNI in Omnichannel
 
Developing and Testing Product Claims
Developing and Testing Product ClaimsDeveloping and Testing Product Claims
Developing and Testing Product Claims
 
Webinar "Insight Acceleration: From 6 weeks to 22 hours of research"
Webinar "Insight Acceleration: From 6 weeks to 22 hours of research" Webinar "Insight Acceleration: From 6 weeks to 22 hours of research"
Webinar "Insight Acceleration: From 6 weeks to 22 hours of research"
 
IIeX EU 2017 - How new mobile research techniques can create better insights
IIeX EU 2017 - How new mobile research techniques can create better insightsIIeX EU 2017 - How new mobile research techniques can create better insights
IIeX EU 2017 - How new mobile research techniques can create better insights
 
PMRC USA 2017 - Mobile Forecasting in the Age of Personalized Medicine
PMRC USA 2017 - Mobile Forecasting in the Age of Personalized MedicinePMRC USA 2017 - Mobile Forecasting in the Age of Personalized Medicine
PMRC USA 2017 - Mobile Forecasting in the Age of Personalized Medicine
 
Unspoken™: Swipe left, swipe right - The only way is mobile
Unspoken™: Swipe left, swipe right - The only way is mobileUnspoken™: Swipe left, swipe right - The only way is mobile
Unspoken™: Swipe left, swipe right - The only way is mobile
 

[GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries