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ENGLISH: Consumer choices are getting more complex, facing full ranges of options to pick and personalize. For marketers it is an increasing challenge to offer the right product configuration at the right price. Using Menu-Based Conjoint (MBC) we can model and predict complex consumer choices and help marketers navigate markets with menu-based or personalized offers. With an entertaining fictional case study (without technical details), we introduce this new methodology rooted in SKIM’s conjoint expertise and show the special insights you can gain from it. DEUTSCH: Konsumentenentscheidungen werden immer komplexer: In vielen Produktkategorien können Verbraucher aus verschiedenen Extras und Kombipaketen wählen. Für Marketingspezialisten ist es eine Herausforderung, die richtigen Produktoptionen und Extras zum richtigen Preis anzubieten. Mit Menu-Based Conjoint (MBC) können wir komplexe Konsumentenentscheidungen mit umfangreichen Kombinationsmöglichkeiten abbilden. Anhand einer unterhaltsamen fiktiven Fallstudie (ohne allzu viele technische Details) stellen wir Ihnen diese neue Methode vor und zeigen, welche Erkenntnisse Sie daraus gewinnen können.
Citation preview
![Page 1: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/1.jpg)
Der Fluch der Curly Fries
Wie Menu-Based Conjoint dabei helfen kann, komplexe Konsumentenentscheidungen zu modellieren
Eva Kulla & Christine Hübner
SKIM | 24. Oktober 2013
![Page 2: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/2.jpg)
SKIM = Verstehen von Konsumentenentscheidungen
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SKIM liefert Antworten in drei Bereichen
Pricing & Portfolio
Weil Konsumenten Ihren
Produkten unterschied-
lich viel Wert beimessen
Communication
Weil nicht nur zählt,
was Sie sagen, sondern
auch wie Sie es sagen
Innovation
Damit Sie in die
richtigen Ideen mit
Potential investieren
![Page 4: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/4.jpg)
Wer wir sind
Christine Hübner,
Research Consultant
Eva Kulla,
Project Director
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Wo wir unsere SKIM Basis haben
San Francisco New York
London
Genf
Rotterdam
= SKIM Büros
= geplante SKIM Büros
= wo SKIM bisher geforscht hat
Rio de Janeiro
San Jose
![Page 6: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/6.jpg)
Was wir im Ausland vermissen
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1,- DM
Wer kennt noch diese Süssen?
1,- DM 1,- DM
![Page 8: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/8.jpg)
Conjoint Analyse, wie wir sie kennen…
Merkmale Ausprägungen
Marke
Sorte
Preis
Packungsgrösse
Traube-Nuss Knusperkeks
100gr
Ritter Sport
0,80 DM 1,- DM 1,20 DM
Marzipan Nugat Joghurt
250gr
1,50 DM 1,80 DM
Milka Lindt
![Page 9: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/9.jpg)
… und was heute aus ihr geworden ist
![Page 10: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/10.jpg)
10
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11
![Page 12: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/12.jpg)
12
![Page 13: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/13.jpg)
Weitere Beispiele für Angebotsexplosion
![Page 14: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/14.jpg)
Weitere Beispiele für Angebotsexplosion
![Page 15: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/15.jpg)
Und ein Alptraum für Marketeers
![Page 16: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/16.jpg)
Der Fluch der Curly Fries
![Page 17: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/17.jpg)
![Page 18: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/18.jpg)
David
Senior Product Manager
![Page 19: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/19.jpg)
...in den 80ern…
![Page 20: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/20.jpg)
...in den 80ern…
![Page 21: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/21.jpg)
...in den 90ern…
![Page 22: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/22.jpg)
...und heute…
![Page 23: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/23.jpg)
Philipp Junior Product Manager
![Page 24: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/24.jpg)
Easy Fries Grün, Gesund, Grossartig
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Die Schlacht
![Page 26: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/26.jpg)
David oder Philipp?
![Page 27: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/27.jpg)
Die Lösung
Jennifer Marktforscherin bei MIKS
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oder
Die Frage
![Page 29: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/29.jpg)
oder
Die Frage
![Page 30: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/30.jpg)
Die Methode
MBC Menu Based Conjoint
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1,- € 3,- € 1,- € 1,50 €
Ihre Auswahl
![Page 32: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/32.jpg)
Ihre Auswahl
1,- € 3,- € 1,- € 1,50 €
![Page 33: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/33.jpg)
Ihre Auswahl
1,50 € 1,- € 3,- € 1,- € 1,50 €
![Page 34: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/34.jpg)
Ihre Auswahl
1,- € 3,- € 1,- € 1,50 € 1,50 €
![Page 35: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/35.jpg)
0,80 €
Ihre Auswahl
1,- € 3,- € 1,50 € 1,50 €
![Page 36: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/36.jpg)
Ihre Auswahl
1,- € 3,- € 0,80 € 1,50 € 1,50 €
![Page 37: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/37.jpg)
Ihre Auswahl
1,- € 3,- € 0,80 € 1,50 € 1,50 €
![Page 38: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/38.jpg)
0,80 €
Ihre Auswahl
1,- € 3,- € 1,50 € 1,50 €
![Page 39: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/39.jpg)
Ihre Auswahl
1,- € 3,- € 1,50 € 1,50 €
![Page 40: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/40.jpg)
4 Wochen und 1000 Befragte später…
![Page 41: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/41.jpg)
Insight #1
# Viele Leute nehmen den King Burger
zusammen mit den Curly Fries.
![Page 42: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/42.jpg)
Insight #1 # Wenn Donald King die Curly Fries
abschafft…
![Page 43: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/43.jpg)
Insight #1 # …kaufen weniger Leute den King Burger.
![Page 44: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/44.jpg)
Insight #2
# Curly Fries Fans…
![Page 45: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/45.jpg)
Insight #2
# …würden gar nicht mehr zu Donald
King kommen.
![Page 46: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/46.jpg)
Und jetzt?
![Page 47: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/47.jpg)
Und jetzt?
# Die Curly Fries im
Angebot behalten!
Umsatz
![Page 48: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/48.jpg)
Und was ist mit mir?
![Page 49: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/49.jpg)
Können wir die Easy Fries trotzdem einführen?
![Page 50: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/50.jpg)
Insight #3
# Neues Segment: “Grüne” Familien
![Page 51: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/51.jpg)
Insight #3
# Neues Segment: “Grüne” Familien
![Page 52: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/52.jpg)
Insight #4
# Keine Kannibalisierung
![Page 53: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/53.jpg)
Insight #4
# Zwei verschiedene Käufergruppen
![Page 54: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/54.jpg)
Und jetzt?
![Page 55: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/55.jpg)
Und jetzt?
# Easy Fries für 1,50 € einführen
Umsatz
![Page 56: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/56.jpg)
oder
Und jetzt?
![Page 57: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/57.jpg)
oder
Und jetzt?
![Page 58: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/58.jpg)
und
Die Lösung
![Page 59: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/59.jpg)
und
Die Lösung
0,80 € 1,50 €
![Page 60: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/60.jpg)
Und jetzt?
![Page 61: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/61.jpg)
![Page 62: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/62.jpg)
Wie kann so eine Menü-Studie aussehen?
![Page 63: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/63.jpg)
Das Menü für diesen Flitzer…
![Page 64: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/64.jpg)
Gesamtpreis: €10,000
Basispreis: €10,000
Komfort-Paket
€ 440
Sport-Paket
€ 760
Ambiente-Paket
€ 265
Blau-Metallic € 450
Sportsitze € 150
Leichtmetallräder € 350
Navigations-
system €150
GPS Assistant € 320
Komfortsitze € 90
Parkassistent € 195
Regensensor € 265
Klimaanlage € 90
Soundsystem € 75
Sitzheizung € 165
Navigations-Paket
€ 375
Das Menü für diesen Flitzer…
![Page 65: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/65.jpg)
Gesamtpreis: €10,000
Basispreis: €10,000
Komfort-Paket
€ 440
Sport-Paket
€ 760
Ambiente-Paket
€ 265
Blau-Metallic € 450
Sportsitze € 150
Leichtmetallräder € 350
Navigations-
system €150
GPS Assistant € 320
Welche Optionen würden Sie wählen?
Komfortsitze € 90
Parkassistent € 195
Regensensor € 265
Klimaanlage € 90
Soundsystem € 75
Sitzheizung € 165
Navigations-Paket
€ 375
![Page 66: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/66.jpg)
Gesamtpreis: €10,000
Basispreis: €10,000
Komfort-Paket
€ 440
Sport-Paket
€ 760
Ambiente-Paket
€ 265
Blau-Metallic € 450
Sportsitze € 150
Leichtmetallräder € 350
Navigations-
system €150
GPS Assistant € 320
Komfortsitze € 90
Parkassistent € 195
Regensensor € 265
Klimaanlage € 90
Soundsystem € 75
Sitzheizung € 165
Navigations-Paket
€ 375
Welche Optionen würden Sie wählen?
![Page 67: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/67.jpg)
Gesamtpreis: €10,000
Basispreis: €10,000
Komfort-Paket
€ 440
Sport-Paket
€ 760
Ambiente-Paket
€ 265
Blau-Metallic € 450
Sportsitze € 150
Leichtmetallräder € 350
Navigations-
system €150
GPS Assistant € 320
Komfortsitze € 90
Parkassistent € 195
Regensensor € 265
Klimaanlage € 90
Soundsystem € 75
Sitzheizung € 165
Navigations-Paket
€ 375
Welche Optionen würden Sie wählen?
![Page 68: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/68.jpg)
Gesamtpreis: €11,355
Basispreis: €10,000
Komfort-Paket
€ 440
Sport-Paket
€ 760
Ambiente-Paket
€ 265
Navigations-
system €150
GPS Assistant € 320
Komfortsitze € 90
Parkassistent € 195
Regensensor € 265
Klimaanlage € 90
Soundsystem € 75
Sitzheizung € 165
Navigations-Paket
€ 375
Blau-Metallic € 450
Sportsitze € 150
Leichtmetallräder € 350
Welche Optionen würden Sie wählen?
![Page 69: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/69.jpg)
Gesamtpreis: €10,000
Welche Optionen würden Sie wählen?
Komfort-Paket
€ 440
Sport-Paket
€ 760
Ambiente-Paket
€ 265
Blau-Metallic € 450
Sportsitze € 150
Leichtmetallräder € 350
Navigations-
system €150
GPS Assistant € 320
Komfortsitze € 90
Parkassistent € 195
Regensensor € 265
Klimaanlage € 90
Soundsystem € 75
Sitzheizung € 165
Navigations-Paket
€ 375
Basispreis: €10,000
![Page 70: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/70.jpg)
Gesamtpreis: €10,000
Welche Optionen würden Sie wählen?
Komfort-Paket
€ 500
Sport-Paket
€ 660
Ambiente-Paket
€ 165
Blau-Metallic € 450
Sportsitze € 150
Leichtmetallräder € 350
Navigations-
system €150
GPS Assistant € 320
Komfortsitze € 90
Parkassistent € 195
Regensensor € 265
Klimaanlage € 90
Soundsystem € 75
Sitzheizung € 165
Navigations-Paket
€ 275
Basispreis: €10,000
![Page 71: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/71.jpg)
Gesamtpreis: €11,365
Welche Optionen würden Sie wählen?
Komfort-Paket
€ 500
Ambiente-Paket
€ 165
Blau-Metallic € 450
Sportsitze € 150
Leichtmetallräder € 350
Navigations-
system €150
GPS Assistant € 320
Klimaanlage € 90
Soundsystem € 75
Sitzheizung € 165
Basispreis: €10,000
Komfortsitze € 90
Parkassistent € 195
Regensensor € 265
Sport-Paket
€ 660
Navigations-Paket
€ 275
![Page 72: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/72.jpg)
Welche Fragen kann man mit MBC genau beantworten?
![Page 73: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/73.jpg)
Mögliche Fragestellungen für MBC
oder
Angebote optimieren
Umsatz einschätzen
+
Segmente finden
![Page 74: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/74.jpg)
Unser Flitzer – und jetzt?
€ 500
€ 90
€ 195
€ 265
18.5%
7.2%
11.3%
9.9%
€500 €400
Komfort-Paket
%
Preis €450
Preissensibilität
Komfort-Paket
Komfort-Sitze
Parkassistent
Regensensor
Simulationen
![Page 75: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/75.jpg)
€450
3.4%
€ 90
€ 195
€ 265
Komfort-Paket
Komfort-Sitze
Parkassistent
Regensensor
€500 €400
Komfort-Paket
%
Preis €450
Preissensibilität Simulationen
11.3%
9.9%
25.3%
Unser Flitzer – und jetzt?
![Page 76: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/76.jpg)
Zu guter Letzt: Das 3 x 3 von MBC
• Konsumenten haben Wahlfreiheit
• Angebotsoptimierung wird schwieriger
• MBC kann Antworten geben
![Page 77: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/77.jpg)
Angebotsexplosion: Wo noch?
![Page 78: [GERMAN] Research & Results 2013: Menu-Based Conjoint and the Curse of the Curly Fries](https://reader033.pdfslide.net/reader033/viewer/2022051513/546c505eb4af9f612c8b4f73/html5/thumbnails/78.jpg)
Visit us at stand 213! Contact us or follow us online!
Eva Kulla | Project Director
+31 10 282 3542
Christine Huebner | Research Consultant
+31 10 282 3540
