TEI 096: Conjoint analysis for product managers- with Brian Ottum, PhD

Global Product Management Talk is pleased to bring you the next
episode of... The Everyday Innovator with host Chad McAllister,
PhD. The podcast is all about helping people involved in innovation
and managing products become more successful, grow their careers,
and STANDOUT from their peers. About the Episode: This episode is
about market research – what’s in your toolbox for conducting
consumer and market research? Does it include Conjoint Analysis?
Well, if not, it will after you listen to this episode. To explore
the topic and walk through an example of using Conjoint Analysis, I
tracked down a previous guest from way back in episode 008. In that
episode we discussed quantitative and qualitative research tools
but didn’t go into details about applying Conjoint. My guest is
Brian Ottum, a market research specialist with 30 years experience
in new product development. He started as a chemical engineer and
joined Procter & Gamble, contributing to Charmin, Pampers, and
other products you know. He went on to earn a PhD in Market
Research. Today, he helps companies with product development. He
has also developed a new online course called “Tools for Early
Innovation.” It’s a little over an hour of videos, case studies and
downloadable materials. The usual price is $30, but he is making it
available to listeners of this podcast for just $10 for a limited
time – until the end of January, 2017. See the link section below
to get the discount. In this interview, you’ll learn about: the
types of information Conjoint Analysis can provide, such as pricing
specifics,when to use Conjoint, andthe specific steps for using
Conjoint.