This paper introduces HILCA, a new conjoint analysis procedure with which purchasing decisions on complex products can be better modelled. The survey and analysis procedures are described in detail. The procedure is compared in a methodology test with a standard conjoint analysis procedure used for such research issues. It produces with roughly the same length of interview much more valid and easier to interpret results.
Abstract The methods of measuring market success and advertising effect are already quite sophisticated and precise compared to the early age of mass advertising, but identifying cause and effect in the world of marketing is still a challenge. There are so many influential factors, and more and more ommunication channels are becoming available for addressing consumers and promoting one’s brand. So how does good old TV advertising stack up in this environment? Has it become obsolete in the age of social media? Does it belong to the half of the advertising that does not work? If you consider both the short- and longterm effects, the answer is an unequivocal no. That was the result of the calculations of a model developed by Seven One Media, GfK Fundamental Research of GfK Verein and GfK TV Audience Research for determining the return on investment (ROI) of TV advertising.
Abstract Form and function are important dimensions of consumer choice, but there is more in our increasingly digital world. It is not only products per se that need to be designed but the whole interaction between consumers and brands. The whole UX or user experience is more important than ever before. Digitalism nowadays is everywhere, and even mundane products are becoming more digital (e.g. ovens), while others evolve that are purely digital (e.g. PayPal). The question is: How can we effectively measure and design interactions in this highly digital and complex environment? For quite a long time “usability” was the one and only measure on the agenda. But consumer experience goes far beyond ease of use or high functional quality. UX is a complex construct with several dimensions that are covered in GfK´s UX score.
