Analysing E-Services and Mobile Applications with Companied Conjoint Analysis and fMRI Technique
Heinonen, Jarmo (2015)
Heinonen, Jarmo
International Journal of E-Services and Mobile Applications
2015
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015101515440
https://urn.fi/URN:NBN:fi:amk-2015101515440
Tiivistelmä
Previous research has shown that neuromarketing and conjoint analysis have been used in many areas of consumer research, and to provide for further understanding of consumer behaviour. Together these two methods may reveal more information about hidden desires, expectations and restrains of consumers’ brain. This paper attempts to examine these two research methods together as a companied analysis. More specifically this study utilizes fMRI and conjoint analysis is a tool for analysing consumer’s preferences and decision making in e-health and ITC products. This paper provides theoretical background with short history of conjoint analysis and contributions for the audience of consumer research: 1. how conjoint evaluation models works; 2. different conjoint models; 3. counting attribute interactions in conjoint analysis; and 4. brain activation triggers in fMRI and connection to conjoint analysis. Researchers of consumer behaviour may learn a new method for understanding user´s preferences and decision making from e-services and mobile applications.
E-services and mobile applications need to be successfully analysed for various marketing segments of new products. An application might appeal well to consumer, but what is known about the attributes that makes consumer act? The customer might orally request other than her brain will inform. Needs could be derived from product parts or attribute bundles of mobile applications. The knowledge will help the producer to target new applications to relevant marketing segments.
E-services and mobile applications need to be successfully analysed for various marketing segments of new products. An application might appeal well to consumer, but what is known about the attributes that makes consumer act? The customer might orally request other than her brain will inform. Needs could be derived from product parts or attribute bundles of mobile applications. The knowledge will help the producer to target new applications to relevant marketing segments.