ADVANCED TECHNIQUES 101

Why Advanced Research Techniques Matter

In today’s hyper-competitive Indian market, consumers are spoilt for choice and every product feature, price point, and communication angle matters. Traditional surveys often tell what consumers like, but not how much they value each feature, or which aspects truly drive purchase.

That’s where advanced research tools like Conjoint Analysis and MaxDiff Scaling come in turning consumer opinions into precise, measurable trade-offs that guide smarter business decisions.

At AnveMark Market Research Pvt. Ltd., we believe that data is most powerful when it translates into clarity and these tools do exactly that.

By showing respondents multiple combinations and asking which they’d buy, Conjoint Analysis helps identify:

• How much extra they’ll pay for a higher range

• Which trade-offs they’re comfortable with

• The ideal feature-price mix for maximum market acceptance
  
  

When to Use It

• Product concept testing before launch

• Feature prioritization for new SKUs

• Pricing and value perception studies

• Portfolio optimization for diverse Indian segments

Why These Tools Are Critical in India

India’s consumer landscape is heterogeneous and value-sensitive.
A “premium” segment in Mumbai behaves differently from an “aspirational” one in Lucknow.
Advanced techniques allow brands to:

• Quantify consumer preferences with precision

• Simulate real market scenarios

• Predict purchase share before actual launch

• Save cost and time by optimizing early

In markets where even small missteps in pricing or feature emphasis can cost millions, these techniques act as decision insurance.

How Brands Can Apply This Practically

1. Start with the business question.
   Don’t run Conjoint or MaxDiff for the sake of it. Define your decision goal price optimization, feature design, or communication focus.

2. Blend qualitative + quantitative insights.
   Use focus groups to identify feature lists, then quantify them using Conjoint or MaxDiff.

3. Tailor for India.
   Keep local relevance in stimuli pricing in INR, relatable product cues, language diversity.

4. Integrate results into go-to-market plans.
   Translate outcomes into actionable recommendations for pricing, product launch, or creative briefing.

5. Use visualization dashboards.
   With AnveMark’s research tools, we help clients visualize consumer trade-offs in an interactive, easy-to-interpret format.

Bonus Resource: AnveMark’s Advanced Research Toolkit

To make application easier, AnveMark offers a customizable framework template for teams to plan and interpret Conjoint and MaxDiff studies effectively.
The template includes:

• Objective-setting guide

• Variable selection planner

• Analysis readiness checklist

• Example visualization for reporting

Available for download soon under our “Research Resources” section.

Understanding consumers is no longer about asking what they like it’s about uncovering why they choose.

With advanced methods like Conjoint Analysis and MaxDiff Scaling, Indian brands can turn complexity into clarity,  ensuring every product decision, message, and investment delivers maximum consumer resonance and return.