（設問：以下の項目は、恋人を選ぶ際にどの程度重要ですか。）
問題は、回答者が全ての項目を非常に重要だと評価する傾向があることです。実際には、政治思想が違ってもユーモアのセンスが良ければデートできるユーザーもいます。ただ、妥協を強いられなければ妥協することはありません。
商品の特長の重要度を評価するとなると、高い評価が選ばれがちです。これは、回答者は重要度が低いと評価することで、その特長が完全になくなるのを恐れるからです。最安値で最高解像度のノートPCを選べるのであれば、それを選ばない人はいません。しかし、ノートPCを実際に買いに行くときは、提示される選択肢から選ぶ必要があるため、進んで妥協することもあります。
上のグラフのように、結果のばらつきはほぼなくなるため、これらのスコアではユーザーについて理解できることは多くありません。真に重要なことを解き明かすことはできず、グループレベルでの差別化もあまり見られません。Go Love Goの場合、区別できないと予測能力の欠如につながり、アプリはアルゴリズムを改善することができません。
「政治思想の一致」「教育レベル」「ユーモアのセンス」が全て等しく重要であれば、マッチング相手を決定するときにこれらを同じ重要度で扱うことになります。つまり、マッチングはカスタム度や特定性が低くなり、ターゲットを絞ることができません。商品開発においても同様に考えることができます。ノートPCの全ての特長が等しく重要であれば、企業は投資やマーケティングをする際に、商品特長に優先順位を付けることができません。全てが重要ということは、何も重要でないのと同じなのです。
(設問：恋人を選ぶときに以下の項目はどの程度重要ですか？以下の中から、「もっとも重要」「もっとも重要ではない」と考えるものを一つずつお選びください。）
Go Love GoでMaxDiff法を使用する場合は、まず、「魅力」「政治思想の一致」「共通の価値観」の3つの属性のうち、最も重要なものと最も重要でないものを回答者に選んでもらいます。例えば、ある人が恋人を選ぶにあたって、この3つのうち、「政治思想の一致」の重要度が最も高く、「魅力」の重要度が最も低いと回答したとします。次のグループでは、「金銭面」「魅力」「教育レベル」を提示します。
ここで「金銭面」の重要度が最も低く、「教育レベル」の重要度が最も高ければ、提示された属性のうち最も重要でない属性は「金銭面」だと分かります。最初の質問で重要度が最も低かったのは「魅力」で、今度は「金銭面」がさらに重要ではないと回答されたからです。これで、回答者が感じる属性の相対的な重要度を示す価値観が定量化されます。スコアが高いほど、重要度が高くなります。
MaxDiff法の結果は解釈が比較的簡単です。MaxDiff法では回答を区別し、多彩な結果を得られますが、真の意味で人々にとって重要なことの全貌は明らかにならないこともあります。
なぜなら、人々にとって重要なことの一部は、態度や行動、言葉で表現されないことがあり、はっきり認識すらされていない場合もあるからです。ビジネス上の決定を下すためにデータを活用するときは、人々の発言と行動や態度によって暗に明らかなことの両方の重要度を総合的に理解する必要があります。これらの情報は見つけずらいかもしれませんが、何が重要であるかという実用的なインプットを得るために必要なのです。
1～2営業日以内に、担当者よりご連絡させていただきます。
Hilary Malone PhD, has over 25 years of experience in global drug development, regulatory &government affairs, manufacturing and commercialization within the biopharma industry. Hilary hassignificant board level and executive committee experience including large scale organizationalrestructuring/transformation/integration, major M&A, biotech start-up, capital raising, investorrelations and pre-IPO.
Hilary is currently CEO of Stylus Medicine, a private genetic medicine biotech company. Previously sheserved as CEO of a Series-A neuroscience company. Prior to these roles, Hilary served as COO & EVP atValo Health Inc., Chief Regulatory Officer & SVP at Sanofi Inc., and Chief Regulatory Officer & SVP atPfizer and Wyeth. Previous experience also includes senior regulatory and drug development roles atReata Pharmaceuticals Inc., AstraZeneca plc and GlaxoSmithKline plc.
Hilary also serves on the Board of Directors of Hansa Biopharma and Adthera Bio. Hilary holds a PhD inMolecular Neuropharmacology and a BSc in Physiology.
Dr. Thomas Lönngren is Director at his own company PharmaExec Consulting AB. He is the Chairman of the Board of directors at Egetis Therapeutics AB, Sweden. Dr Lönngren also serves as board member at Compass Pathways PLC, London UK and NDA Group, Sweden. He acts as advisor to the following companies and organizations: NDA group, Sweden, Sweden, Artis Venture, San Francisco, US, Fujimoto Japan, Skin2Neuron Pty Ltd, Sydney, Australia, US, Special advisor to the Centre for Innovation in Regulatory Science (CIRS), London UK. From 2001 until2011, Mr.Lönngren served as the Executive Director of the European Medical Agency. He was previously Deputy General Director of the Swedish Medical Product Agency until 2000. He has a degree in pharmacy and MSc in Social and Regulatory Pharmacy from Uppsala University. He is also an Honorary Member of the Royal Pharmaceutical Society of Great Britain, Honorary Fellow of the Royal College of Physicians in Great Britain, Honorary Doctorate from the University of Uppsala, Honorary Doctorate from University of Bath, UK.
Marie-Anne has built a portfolio of senior advisory and non-executive roles, following a successful international career in the FMCG and Luxury sectors. She is a non-executive director of Haleon, a FTSE100 company listed in 2022 after the demerger from GSK. She is also chairwoman of Haleon Environment and Societal Sustainability committee. She is the executive director of the Pierre Fabre Group where she also sits on the Strategic Committee, and she is a Board Member of The Academy of St. Martin-in-the-Fields, one of the world’s most prestigious chamber orchestras. She is also an angel investor and focuses her time and investments on start-ups with the strongest purpose and impact.
Marie-Anne is also a regular lecturer at HEC Paris on purposeful leadership, and she has created a serious game called “Planet Purpose” to upskill people on sustainability and purpose. Throughout her 35year executive career she delivered a strong track-record of business performance and growth in brands and portfolio in both developed and emerging economies.
As a senior leader with Unilever, she led a number of different personal care categories across France, Spain and the USA – including managing the Dove brand worldwide and culminating in leading Unilever’s global Oral Care division. She also worked for LVMH as Brand General Manager of Dior Perfumes and Cosmetics worldwide. Marie-Anne was also Vice-President of Imagine for Margo – Children with Cancer for ten years, a charity she helped found in 2011 with the goal of eradicating children’s cancer. The charity is the #1 charity focused on child cancer in France and has fundraised more than €14m since its creation. Marie-Anne is a graduate from HEC Paris. She is married and has two children aged 29 and 26.
Patrick Jephson is a consultant, journalist, broadcaster and New York Times bestselling author, based in Washington D.C. He is a published authority on corporate and personal branding and crisis communications, addressing conferences worldwide as well as events at the U.S. State Department, the American University and the Annenberg School for Communication and Journalism.
With more than twenty-five years’ experience in the government, luxury and family office sectors, Patrick’s portfolio has included globally admired brands as well as national agencies and NGOs. He has also worked on reputation and legacy briefs with European, Middle Eastern and Asian families, including royalty. He now writes, presents, and advises on factual and drama TV programs, appearing on every major American and many international networks. He was recently an expert consultant to the award-winning Netflix series The Crown and provided live commentary on the Coronation of King Charles.
Patrick owes much of his practical communications and protocol experience to Princess Diana, who chose him to be her equerry and only private secretary/chief of staff. He served the Princess for eight years, responsible for all aspects of her public life, global humanitarian initiatives, and private organization. Having worked for an internationally high-profile woman (and as the father of two professionally successful daughters) he feels a special affinity for cross-cultural, gender and perception issues.
Patrick was born and raised in Ireland and holds a master’s degree in political science from Cambridge University. As an officer in the British Royal Navy, he served all over the world before being selected for royal duty. He is a citizen of the U.K., U.S.A., Ireland, and Canada.
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