Overview

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Learn how to analyze consumer preferences, evaluate product attributes, and apply conjoint analysis to make data-driven product, pricing, and marketing decisions. This course provides practical skills in market research, choice-based modeling, customer segmentation, and consumer insight interpretation. The course begins with the foundations of market research and consumer insights, helping learners understand how data, product selection behavior, and preference analysis support business decision-making. Learners will explore how conjoint utilities reveal what customers value when choosing between product options. As the course progresses, learners examine the core concepts of conjoint analysis, including choice-based modeling, product attributes and levels, segmentation strategies, and applications in product design, pricing, and customer targeting. Advanced modules focus on designing and running conjoint studies, including method selection, experimental design, simulation techniques, and prediction of consumer choices. Learners will understand how to create efficient study designs and translate research data into practical decisions. The course concludes with result interpretation and real-world case studies, including a motorbike market example. Learners will apply conjoint insights to identify customer segments, optimize product offerings, and support strategic marketing decisions. What makes this course unique is its practical, case-driven approach that connects consumer behavior, market research, and analytics. By the end of the course, learners will be able to design conjoint studies, interpret results confidently, and apply consumer preference insights to real business challenges.

Syllabus

Foundations of Market Research & Consumer Insights

This module introduces the fundamentals of market research and consumer behavior, focusing on how data and preference analysis support decision-making. Learners explore the nature of data, product selection behavior, and the role of conjoint utilities in understanding customer choices.

Core Concepts of Conjoint Analysis

This module focuses on the foundational concepts of conjoint analysis, including choice-based modeling, product attributes and levels, and segmentation strategies. Learners will understand how conjoint analysis is applied to product design, pricing, and customer targeting.

Designing and Running Conjoint Studies

This module covers the design and execution of conjoint analysis studies, including method selection, experimental design, and simulation techniques. Learners will gain practical knowledge of creating efficient study designs and predicting consumer choices.

Interpreting Results & Real-World Case Studies

This module focuses on interpreting conjoint analysis results and applying them in real-world scenarios. Through case studies, learners will understand how to derive actionable insights, perform segmentation, and make data-driven product decisions.