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  • J. P. Gownder
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  • Report Introduction To Conjoint Analysis For Consumer Product Strategists

    Design Products Using Feature Tradeoff Simulation
    January 13, 2011 | J. P. Gownder

    We find that not enough consumer product strategists employ conjoint analysis to aid product design and pricing. Conjoint subjects consumers to a simulated purchasing exercise, varying the features...

  • Report The Consumer Product Strategist's Guide To Segmentation Analysis

    Don't Leave Segmentation To The Market Research Department Alone
    January 15, 2009 | J. P. Gownder

    Segmentation analysis is the hardest task in market research — and it's the most important research that consumer product strategy professionals will use. Segmentation means not treating consumers...

  • Report Best Practices In SOHO Research

    Maximize The Precision And Usefulness Of Small Office/Home Office Studies
    May 14, 2007 | J. P. Gownder

    Market researchers often ask Forrester about how to precisely measure the market opportunity for their products among small office/home office (SOHO) buyers. The best approach? Disaggregate into...

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