Table of Contents Overview: A Refreshed View on Product Attributes & What They Mean Product Attributes as Success Levers Product Attributes as Quality Cues for Customer Decision-Making What Attributes Are…
Table of Contents Overview What is the “Conjoint Family?” Why Do People Like the Conjoint Family of Methods? Do Conjoints Have Special Revelatory Powers? Three Fundamental Problems the Conjoint Family…
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Table of Contents Overview The State of Demand Invalidity Hypothetical Bias is Upward, Not Downward How Much Should We Calibrate Demand Estimates? Some Simple, Evidence-Based Solutions for the Bias Problem…
Table of Contents The Persistence of Past Behaviors in Product Forecasting How Past Behavior Shapes Future Behavior How Big a Role Does Habit Play in Predicting Future Behavior? Habits in…
Table of Contents Why Self-Prediction Matters in Product Demand The Intention-Behavior Gap How Big is the Gap? How Good Can Self-Prediction Be? Take-Home Points Why Self-Prediction Matters in Product Demand…
Table of Contents Why You Should Read This Post The Psychology of Demand Does Prediction Science Apply to Demand? Learning #1: Wisdom of Crowds = Information Distribution (not sample size)…
Table of Contents Why You Should Read This Post Being in Business = Being in the Business of Prediction What We Mean by Predictive Judgment & How it Applies to…
Table of Contents Introduction: A Case for Science-Based Approaches to Demand Is There Any Real Science to Support Methods for Demand? Is Demand Just a Reflection of Customer Intentions? Is…
Table of Contents Introduction The Surprising Truth: Data Usually Wins Over Narratives But As Usual, Healthcare is Different What Does a Good Story Buy You? Take-Home Points Introduction Are humans…