Conjoint‐based preferential segmentation in the design of a new financial service

Abstract

Presents a conjoint‐based method of preferential segmentation. It outperforms other techniques in that it provides a higher level of intra‐group homogeneity as far as the most preferred product/service design is concerned, and its interpretation is more straightforward. Illustrates the method by way of an application in the design of a new financial service.

Citation

Tomás Gómez Arias, J. (1996), "Conjoint‐based preferential segmentation in the design of a new financial service", International Journal of Bank Marketing, Vol. 14 No. 3, pp. 30-32. https://doi.org/10.1108/02652329610113153