１．製品を構成要素に分解して考えます。構成要素には、競合企業や将来の機会なども考慮します。
２．構成要素を組みなおし、回答者に仮想の製品や製品コンセプトの中から好みを選択してもらいます。
３．これらの選択の中から、各構成要素に対する知覚感覚を定量的に導き出します。
４．仮説シナリオでは、仮想の新コンセプトを構築し、顧客の嗜好度合いをシミュレーションします。
コンジョイント分析の目的は、今日の状態でどの製品が選ばれるかを理解することではありません。この目的を達成するのには、より適したデータソースがあるでしょう。コンジョイント分析の目的は、むしろ、仮説に基づく新しい状況で、顧客が何を選択するかを知ることです。重要なのは、経験に基づく先見性です。また、コンジョイント分析では、許容価格や購入意欲について直接聞くことはありません。価格は、製品の多くの特性の中の1つにすぎません。回答者が、調査の目的が価格設定であることを知ることはありません。また、調査や関心の対象が1つのブランドであることも、回答者が知ることもないでしょう。
価値の創造と獲得は全ての企業にとって関係しますが、動きの激しい環境で意欲的な成長目標を掲げる企業にとって特に重要です。これは、変化し続ける顧客ニーズにすばやく適応する必要があり、この目標を達成するためにさまざまな戦略を取ることができるためです。新しい製品やサービスを提供する他社を買収することもあれば、自社の研究開発力でイノベーションを起こすこともあります。いずれの場合も、顧客のその資産への知覚価値を最大化する方法を把握しておく必要があります。
また、多くの企業は常に価格を下げようと交渉する顧客に悩まされているため、ブランドの知覚価値を損なうことなく削減できるコストと省略できる機能を把握することは役に立ちます。プレッシャーは、社内からだけではなく、値下げや技術革新を行う競合他社からもかけられています。どの様な選択肢があるかを理解し、競争圧力への対応が市場のパフォーマンスにどのような影響を与えるのかを知ることは非常に重要です。コンジョイント分析が人気なのは、これらの問題に対応し、ビジネス上誤った決定を下すリスクを抑えるためです。
コンジョイント分析は、製品および価格戦略の指針となり、顧客のニーズや嗜好に関する基本的なインサイトをもたらしてくれます。コンジョイント分析の結果は、機能や製品メリットの優先順位付けや、顧客の価格感応度を知るために利用することができます。
コンジョイント分析で得たデータと顧客に関するインサイトにより、採算の取れる成長に向けた計画が可能になります。また、分析データは、価格設定とイノベーション管理の進め方についての詳細な見解となります。これは、価格とイノベーションの管理、次の製品の開発段階への効率的な移行方法、および、社内のステークホルダーや社外のパートナーをどのように巻き込み、導いていくかに影響を与えることもあります。
これらのインサイトは全て、多くの意思決定者が市場競争力を維持する上で、大いに役立ちます。
バリューベースプライシングに関する他の記事 価値観に基づく価格設定に関する困難とその意義
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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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