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
"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
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
CONTACT: Erica Stephens
Weaver Stephens Group