1. Share your thoughts online:
#SKIMwebinar
Menu-Based Conjoint: a new method
Paolo Cordella Stefan Ammerlaan Abigail Joffre
Research Consultant Research Consultant Today’s webinar host
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SKIM Webinar “Menu Based Conjoint: A New Method”

2. • Who are we?
• Choice modeling
•
• Menu Based Choice (MBC)
• The Curly Fries Story
• Other markets
• So what?
•
• Questions?
SKIM Webinar “Menu Based Conjoint: A New Method”

3. SKIM
SKIM Webinar “Menu Based Conjoint: A New Method”

4. SKIM is a rapidly growing agency that aims to be close to
our clients and markets
London
Rotterdam
Geneva
San Francisco
New York
= current offices
= future offices
= where we have
conducted research
SKIM Webinar “Menu Based Conjoint: A New Method”

5. SKIM = Modeling of choice behavior
SKIM Webinar “Menu Based Conjoint: A New Method”

6. Choice modeling
SKIM Webinar “Menu Based Conjoint: A New Method”

7. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
SKIM Webinar “Menu Based Conjoint: A New Method”

8. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
Why?
SKIM Webinar “Menu Based Conjoint: A New Method”

9. Conjoint
SKIM Webinar “Menu Based Conjoint: A New Method”

10. Conjoint
Attributes and levels
• Flavor
• Paprika, Original
SKIM Webinar “Menu Based Conjoint: A New Method”

11. Conjoint
Attributes and levels
• Flavor
• Paprika, Original
• Price
• €0.80, €0.90, €1.00, €1.10, €1.20
SKIM Webinar “Menu Based Conjoint: A New Method”

12. Example: Crisps
or
€ 1.00 € 1.00
SKIM Webinar “Menu Based Conjoint: A New Method”

13. Example: Crisps
or
€ 1.10 € 0.80
SKIM Webinar “Menu Based Conjoint: A New Method”

14. Example: Crisps
or
€ 0.90 € 1.20
SKIM Webinar “Menu Based Conjoint: A New Method”

15. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
Paprika €1.10 Conjoint Paprika €1.10
SKIM Webinar “Menu Based Conjoint: A New Method”

16. Conjoint
Attributes and levels
• Flavor
• Paprika, Original
• Price
• €0.80, €0.90, €1.00, €1.10, €1.20
SKIM Webinar “Menu Based Conjoint: A New Method”

17. Conjoint
Attributes and levels
• Flavor
• Paprika, Original, cheese onion, BBQ, hot and spicy, Tomato, etc etc
• Price
• €0.80, €0.90, €1.00, €1.10, €1.20
SKIM Webinar “Menu Based Conjoint: A New Method”

18. Conjoint
Attributes and levels
• Flavor
• Paprika, Original, cheese onion, BBQ, hot and spicy, Tomato, etc etc
• Price
• €0.60, €0.70, €0.80, €0.90, €1.00, €1.10, €1.20, €1.30,
SKIM Webinar “Menu Based Conjoint: A New Method”

19. Conjoint
Attributes and levels
• Flavor
• Paprika, Original, cheese onion, BBQ, hot and spicy, Tomato, etc etc
• Price
• €0.60, €0.70, €0.80, €0.90, €1.00, €1.10, €1.20, €1.30,
• Brand
• Lays, Croky, Smith, Pringles
• Size
• 100gr, 200gr, 250gr, 300gr
SKIM Webinar “Menu Based Conjoint: A New Method”

20. Example: Crisps
SKIM Webinar “Menu Based Conjoint: A New Method”

21. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
SKIM Webinar “Menu Based Conjoint: A New Method”

22. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
CBC
SKIM Webinar “Menu Based Conjoint: A New Method”

23. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
ACBC
SKIM Webinar “Menu Based Conjoint: A New Method”

24. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
Maxdiff
SKIM Webinar “Menu Based Conjoint: A New Method”

25. Menu Based Choice
(MBC)
SKIM Webinar “Menu Based Conjoint: A New Method”

26. MBC - TV options
1
Basic Comfort Comfort ++
Digitale TV & Record &
Digital TV - €25 Digital TV & Record - €32.50 Tablet - €37.50
2 3
Extra options: Extra channels
HD TV - €4 95 Extra channels - €5
Extra media box - €4 Movie Package - €8 Your total price €32,50
Led light media box - €1 Sport package €17
SKIM Webinar “Menu Based Conjoint: A New Method”

27. The Curly Fries Story
SKIM Webinar “Menu Based Conjoint: A New Method”

28. David
Senior Product manager
SKIM Webinar “Menu Based Conjoint: A New Method”

29. ...back in the 80s…
SKIM Webinar “Menu Based Conjoint: A New Method”

30. ...back in the 80s…
SKIM Webinar “Menu Based Conjoint: A New Method”

31. ...and in the 90s…
...back in the 80s…
SKIM Webinar “Menu Based Conjoint: A New Method”

32. ...and today…
SKIM Webinar “Menu Based Conjoint: A New Method”

33. Philip
Junior Product manager
SKIM Webinar “Menu Based Conjoint: A New Method”

34. Easy Fries
Healthy, Young, Awesome
SKIM Webinar “Menu Based Conjoint: A New Method”

35. The battle
SKIM Webinar “Menu Based Conjoint: A New Method”

36. David or Philip?
SKIM Webinar “Menu Based Conjoint: A New Method”

37. The solution
Jennifer
Market Researcher at MIKS
SKIM Webinar “Menu Based Conjoint: A New Method”

38. The question
or
SKIM Webinar “Menu Based Conjoint: A New Method”

39. The question
or
SKIM Webinar “Menu Based Conjoint: A New Method”

40. The method
MBC
Menu Based Conjoint
SKIM Webinar “Menu Based Conjoint: A New Method”

41. Make your choice
1$ 3$ 1$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

42. Make your choice
1$ 3$ 1$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

43. Make your choice
1$ 3$ 1$ 1.5$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

44. Make your choice
1$ 3$ 1$ 1.5$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

45. Make your choice
1$ 3$ 0.8$
1$ 1.5$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

46. Make your choice
1$ 3$ 0.8$ 1.5$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

47. Make your choice
1$ 3$ 0.8$ 1.5$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

48. Make your choice
1$ 3$ 0.8$ 1.5$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

49. Make your choice
1$ 3$ 1.5$ 1.5$
SKIM Webinar “Menu Based Conjoint: A New Method”

50. Insight #1
# People choose Tender Grill with Curly Fries.
SKIM Webinar “Menu Based Conjoint: A New Method”

51. Insight #1
# If Donald King delists Curly Fries….
SKIM Webinar “Menu Based Conjoint: A New Method”

52. Insight #1
# …people will buy less Tender grill
SKIM Webinar “Menu Based Conjoint: A New Method”

53. Insight #2
# Curly Fries Lovers …
SKIM Webinar “Menu Based Conjoint: A New Method”

54. Insight #2
# …they don’t come to Donald King anymore
SKIM Webinar “Menu Based Conjoint: A New Method”

55. So what?
SKIM Webinar “Menu Based Conjoint: A New Method”

56. So what?
# Keep Curly Fries at $0.8
Revenue
SKIM Webinar “Menu Based Conjoint: A New Method”

57. What about me?
SKIM Webinar “Menu Based Conjoint: A New Method”

58. Can we still include Easy Fries?
SKIM Webinar “Menu Based Conjoint: A New Method”

59. Insight #3
# New segment, the “Green” families
SKIM Webinar “Menu Based Conjoint: A New Method”

60. Insight #3
# New segment, the “Green” families
SKIM Webinar “Menu Based Conjoint: A New Method”

61. Insight #4
# No cannibalization effects
SKIM Webinar “Menu Based Conjoint: A New Method”

62. Insight #4
# Two different segments
SKIM Webinar “Menu Based Conjoint: A New Method”

63. So what?
SKIM Webinar “Menu Based Conjoint: A New Method”

64. So what?
# Launch Easy Fries at $1.5
Revenue
SKIM Webinar “Menu Based Conjoint: A New Method”

65. So what?
or
SKIM Webinar “Menu Based Conjoint: A New Method”

66. So what?
or
SKIM Webinar “Menu Based Conjoint: A New Method”

67. The solution
and
SKIM Webinar “Menu Based Conjoint: A New Method”

68. The solution
and
$0.8 $1.5
SKIM Webinar “Menu Based Conjoint: A New Method”

69. So what?
SKIM Webinar “Menu Based Conjoint: A New Method”

70. MBC: Other markets
SKIM Webinar “Menu Based Conjoint: A New Method”

71. MBC - Car options
SKIM Webinar “Menu Based Conjoint: A New Method”

72. MBC - Car options
Driver comfort Sport package Metallic paint € 450
Comfort Seat € 90 € 440 € 760
Heated mirrors € 150
Parking sensors € 195 Base price: €10,000
Alloy Wheels € 350
Rain sensor € 265
Air conditioning € 90 GPS navigator €150
Audio system € 75 Total price €10,000
Cabin Comfort Plus Navigation Pack
Heating seats € 165 € 265 € 375 GPS alarm € 320
SKIM Webinar “Menu Based Conjoint: A New Method”

73. MBC - Car options
Driver comfort Sport package Metallic paint € 450
Comfort Seat € 90 € 440 € 760
Heated mirrors € 150
Parking sensors € 195 Base price: €10,000
Alloy Wheels € 350
Rain sensor € 265
Air conditioning € 90 GPS navigator €150
Audio system € 75 Total price €10,000
Cabin Comfort Plus Navigation Pack
Heating seats € 165 € 265 € 375 GPS alarm € 320
SKIM Webinar “Menu Based Conjoint: A New Method”

74. MBC - Car options
Driver comfort Sport package Metallic paint € 450
Comfort Seat € 90 € 440 € 760
Heated mirrors € 150
Parking sensors € 195 Base price: €10,000
Alloy Wheels € 350
Rain sensor € 265
Air conditioning € 90 GPS navigator €150
Audio system € 75 Total price €10,000
Cabin Comfort Plus Navigation Pack
Heating seats € 165 € 265 € 375 GPS alarm € 320
SKIM Webinar “Menu Based Conjoint: A New Method”

75. MBC - Car options
Driver comfort Sport package Metallic paint € 450
Comfort Seat € 90 € 440 € 760
Heated mirrors € 150
Parking sensors € 195 Base price: €10,000
Alloy Wheels € 350
Rain sensor € 265
Air conditioning € 90 GPS navigator €150
Audio system € 75 Total price €10,000
Cabin Comfort Plus Navigation Pack
Heating seats € 165 € 265 € 375 GPS alarm € 320
SKIM Webinar “Menu Based Conjoint: A New Method”

76. MBC - Car options
Driver comfort Sport package Metallic paint € 450
Comfort Seat € 90 € 440 € 760
Heated mirrors € 150
Parking sensors € 195 Base price: €10,000
Alloy Wheels € 350
Rain sensor € 265
Air conditioning € 90 GPS navigator €150
Audio system € 75 Total price €11,355
Cabin Comfort Plus Navigation Pack
Heating seats € 165 € 265 € 375 GPS alarm € 320
SKIM Webinar “Menu Based Conjoint: A New Method”

77. MBC - Car options
Driver comfort Sport package Metallic paint € 450
Comfort Seat € 90 € 440 € 760
Heated mirrors € 150
Parking sensors € 195 Base price: €10,000
Alloy Wheels € 350
Rain sensor € 265
Air conditioning € 90 GPS navigator €150
Audio system € 75 Total price €10,000
Cabin Comfort Plus Navigation Pack
Heating seats € 165 € 265 € 375 GPS alarm € 320
SKIM Webinar “Menu Based Conjoint: A New Method”

78. MBC - Car options
Driver comfort Sport package Metallic paint € 450
Comfort Seat € 90 € 500 € 650
Heated mirrors € 150
Parking sensors € 195 Base price: €10,000
Alloy Wheels € 350
Rain sensor € 265
Air conditioning € 90 GPS navigator €150
Audio system € 75 Total price €10,000
Cabin Comfort Plus Navigation Pack
Heating seats € 165 € 165 € 275 GPS alarm € 320
SKIM Webinar “Menu Based Conjoint: A New Method”

79. MBC - Car options
Driver comfort Sport package Metallic paint € 450
Comfort Seat € 90 € 500 € 660
Heated mirrors € 150
Parking sensors € 195 Base price: €10,000
Alloy Wheels € 350
Rain sensor € 265
Air conditioning € 90 GPS navigator €150
Audio system € 75 Total price €11,395
Cabin Comfort Plus Navigation Pack
Heating seats € 165 € 165 € 275 GPS alarm € 320
SKIM Webinar “Menu Based Conjoint: A New Method”

80. MBC - Car options - So what?
Price Sensitivity Simulation
Driver comfort Driver comfort € 500
% 18.5%
Comfort Seat € 90
7.2%
Parking sensors € 195
11.3%
Rain sensor € 265
€400 €450 €500 9.9%
Price
SKIM Webinar “Menu Based Conjoint: A New Method”

81. MBC - Car options - So what?
Price Sensitivity Simulation
Driver comfort Driver comfort €450
% 25.3%
18.5%
Comfort Seat € 90
7.2%
3.4%
Parking sensors € 195
11.3%
Rain sensor € 265
€400 €450 €500 9.9%
Price
SKIM Webinar “Menu Based Conjoint: A New Method”

82. MBC - TV options
SKIM Webinar “Menu Based Conjoint: A New Method”

83. MBC - TV options
1
Basis Comfort Comfort ++
Digitale TV & Record &
Digital TV - €25 Digital TV & Record - €32.50 Tablet - €37.50
2 3
Extra options: Extra channels
HD TV - €4 95 Extra channels - €5
Extra media box - €4 Movie Package - €8 Your total price €32,50
Led light media box - €1 Sport package €17
SKIM Webinar “Menu Based Conjoint: A New Method”

84. MBC - TV options
1
Basis Comfort Comfort ++
Digitale TV & Record &
Digital TV - €25 Digital TV & Record - €32.50 Tablet - €37.50
2 3
Extra options: Extra channels
HD TV - €4 95 Extra channels - €5
Extra media box - €4 Movie Package - €8 Your total price €53,50
Led light media box - €1 Sport package €17
SKIM Webinar “Menu Based Conjoint: A New Method”

85. MBC: where else?
SKIM Webinar “Menu Based Conjoint: A New Method”

86. So what?
SKIM Webinar “Menu Based Conjoint: A New Method”

87. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
SKIM Webinar “Menu Based Conjoint: A New Method”

88. Choice modeling
• Consumer • Market research • Marketer
• What do I buy? • <- Translator -> • What do I sell?
MBC
SKIM Webinar “Menu Based Conjoint: A New Method”

89. Three times in three words
• Build Your Own
• Optimizing becomes harder
• Menu Based Choice
SKIM Webinar “Menu Based Conjoint: A New Method”

90. SKIM Webinar “Menu Based Conjoint: A New Method”

91. Share your thoughts online:
#SKIMwebinar
Go to www.skimgroup.com/webinars
for today’s presentation slides and more!
Stefan Ammerlaan Abigail Joffre
Paolo cordella
s.ammerlaan@skimgroup.com a.joffre@skimgroup.com
p.cordella@skimgroup.com
+31 10 282 3552 +31 10 282 3514
+31 10 282 3568
@SKIMgroup
SKIM Webinar “Menu Based Conjoint: A New Method”