ImproveFit — Conjoint analysis
Knowing what customers value before you build lets you design products and services that genuinely fit the needs and expectations of your target segments. Customers can reliably indicate their preferences and trade-offs between product features and benefits — even for a product that doesn’t exist yet.
ImproveFit breaks products down into the features that matter most to customers, features that map directly onto production decisions. By analysing customer preference at this level, we can show you how demand for a product would shift if one or more of its features changed, before you commit to building it. Our approach combines conjoint-based preference and choice modelling with simulation-based optimisation.
Pioneers of conjoint analysis in Romania
Mercury Research ran the first conjoint study ever conducted on the Romanian market, in 1998. Ioan Simu published Romania’s first article on the method, Conjoint Analysis: quantitative method for preference modeling, in Revista de Cercetări Sociale (Year 6, No. 1–2, 1999, Bucharest, pp. 79–98).
Since then, we’ve completed more than 60 conjoint studies over the past 10 years across sectors including financial services, telecom, FMCG, and healthcare. Our team is trained to international standards, including the AMA Advanced School of Marketing Research’s Experimental Design for Conjoint and Discrete Choice Modelling, the Sawtooth Software Conjoint Analysis Seminar in Rotterdam, and Burke Institute’s Practical Multivariate Analysis programme in the US.
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