Handling of individual differences in rating-based conjoint analysis

In this paper a method for handling individual differences in conjoint analysis is described and discussed. This method is a combination of ANOVA and PCA/PLS both of which are well-known techniques that can be run in almost all statistical software packages. Main attention will be given to the way individual differences in acceptance pattern are interpreted and related to consumer characteristics such as demographics, attitudes and habits. The approach is then illustrated using two data-sets from consumer studies of yoghurt and apple juice.

Research highlights► A new method for simultaneous handling of population averages and individual differences in conjoint analysis. ► A comparison of the approach with alternative approaches. ► The new method provides more information than alternatives. ► A discussion of alternative methods for segmentation and understanding segments.