CBC (Choice Based Conjoint)

Main aspects

  • CBC, an extension of full profile conjoint to a 'marketplace', has become increasingly popular and is used in pricing and new product development
  • Central to CBC is the ability to perform 'what-if' simulations. This facility is made available via an easy-to-use spreadsheet. Users can see the impact of different market events - price changes, new launches, new claims - and identify winners and losers under various scenarios.
  • I have much experience in this area, having applied CBC to many markets, among them diabetes, schizophrenia, transplantation and asthma