"Conjoint is commonly used to understand consumers' preferences. Recent advances with this technique have greatly expanded its utility in the direct marketing arena beyond traditional applications ranging from product and positioning optimization to price sensitivity. This session will present an overview of conjoint modeling and teach attendees when a conjoint model is appropriate, identify what data is required for conducting conjoint models, and detail the benefits of using this type of model. It will also demonstrate the flexibility of the model by providing brief case studies where conjoint has been used for: attitudinal segmentation, optimization, and response modeling.

Attendees will learn how:
• Direct marketing can benefit from using conjoint modeling.
• Data you may already have may be appropriate for conjoint modeling.
• Conjoint modeling is used to identify customers' needs, design relevant offers and select targets. "