Product Variant Selector
Conjointly Product Variant Selector (PVS) is a comprehensive methodology for testing up to 300 product ideas that helps you identify the most appealing product variants for your brand or product category. It combines several techniques that our team have developed and refined on full-service projects for FMCG brands:
Choice of most appealing variant idea among a set of several variants (similar to conjoint analysis).
Adaptive experimental design algorithm that reduces sample size and brings clarity around top variants by zooming in on the most promising ideas.
Ability to run TURF analysis and simulations of preference shares (if up to 50 variants are tested).
Diagnostic questions using a range of methods, including our unique dual negative-positive scale to help you get a de-biased view of how your customers see each product idea and compare results across cultures and countries.
Open-ended feedback showing both positive and negative reactions to each variant.
Using PVS to find the range of flavours with the highest market penetration potential.
Respondents choose the most appealing variant idea among a set of several variants.
Product Variant Selector surveys can be automatically translated to more than 30 languages.
Bring your own respondents or source real human respondents swiftly and at scale through us.
Main outputs
Summary of preferences and diagnostics for each variant
Compare performance of different variants on several metrics:
- Preference Score (and Rank) from choice-based questions where respondents pick the product variant that appeals to them the most.
- Diagnostics to help you assess how respondents rate variants on either standard questions ("healthy", "natural", "premium", etc.) or your own measures.
Summary of preferences and diagnostics by topic
If you group your product ideas into different segments, this table will summarise average scores (both preference and diagnostics) for these segments.
Correlations of relative preferences for variants among respondents
Do you want to know whether people who like lemon flavour also like kiwi flavour? With this table, you can explore what preferences are correlated and which ones are not.
This output is only available for tests of up to 50 product variants.
Passport of a product idea
Each product idea gets its own passport that shows how well it performs on each metric and shows positive and negative reactions.
Product variants that are among top ideas and also perform well on diagnostics receive a seal of approval as Winning Variants.
TURF analysis
TURF stands for Total Unduplicated Reach and Frequency. It is a technique that came into prominence during the 1950s in the space of media planning. In this report, we are only using the "reach" component of this technique.
Reach is the percentage of respondents for whom at least one of the product ideas in a particular combination is their most preferred variant. That is, it is a measure of how many respondents can be "activated" by a combination of variants.
Importantly, product ideas are tested one-by-one (not in combinations). Therefore, one must be careful not to misinterpret this as ranking of preferences for combinations of products.
This output is only available for tests of up to 50 product ideas.
