SAN FRANCISCO, June 15, 2012 (GLOBE NEWSWIRE) -- SKIM, an international market research agency, will present "Estimating the Effect of Visualization on Choice Behavior" at the 2012 American Marketing Association's ART (Advanced Research Techniques) Forum in Seattle, Washington June 24-27, 2012.
SKIM Methodologist Carlo Borghi will discuss how the communication of product characteristics affects consumers' preferences, focusing on service industries such as consumer finance, utilities and telecommunications.
"Standard choice-based conjoint experiments describe consumer preference as a function of a product's features without regard for the way features are visually presented to the consumer. In reality, competing products communicate their characteristics in different ways. Ignoring those differences can lead to biased forecasts," said Borghi.
The manner in which a product portfolio is presented greatly impacts consumer choice. Borghi will present experimental results obtained by introducing several communication strategies into conjoint experiments from the consumer finance, utilities and telecommunications industries. Attendees will learn about a methodology that allows them to incorporate communication strategies into experiment design and the analytical treatment of results.
Since 1990, the ART (Advanced Research Techniques) Forum has presented groundbreaking quantitative methods for strategic and tactical marketing decisions. Research practitioners, academics and industry clients gather in a unique atmosphere at ART Forum to share ideas and learn about research innovations. For more information, visit http://www.marketingpower.com/Calendar/Pages/2012ARTForum.aspx.
About SKIM
Founded in 1979, SKIM is a dynamic and rapidly growing market research agency with offices in Rotterdam, Geneva, London and New York. A San Francisco office will open in the summer of 2012. Combining market-specific expertise and knowledge of advanced research methodologies, SKIM is a valued partner for multinational companies in consumer packaged goods, healthcare, consumer health, telecommunications, technology and financial services. Leading companies around the globe rely on SKIM researchers for strategic guidance on pricing, communication and new product development. Visit www.skimgroup.com for more information.
The SKIM logo is available at http://www.globenewswire.com/newsroom/prs/?pkgid=12864
