March 14, 2023 | 12:00 pm - 1:00 pm ET 


MSI Workshop: Frontiers of Conjoint Analysis

Join us on Tuesday, March 14th for this MSI corporate member-exclusive interactive workshop on conjoint analysis. Corporate members register today to save your spot!

Conjoint analysis is frequently used to determine how consumers tradeoff the features and price of a product or service. As researchers are increasingly asked to do more with less, are there ways to use one conjoint study to more efficiently conduct another, making better use of existing data and improving predictions?


In this workshop, Eric Bradlow will demonstrate a conjoint methodology that allows researchers to learn about a focal category (yogurt) by leveraging results from a conjoint study on a related category (ice cream). He will also present a data collection task that uses choice pairs between overlapping product categories such as hiking jackets and sleeping bags and a Bayesian model that uses out-of-category information to improve out-of-sample prediction accuracy. Since this approach uses standard conjoint software with no modifications, it can be used immediately as a practical marketing research tool for managerially relevant decisions such as market share predictions.

Seats for the event are limited. Login to your account to register.


Eric T. Bradlow

The Wharton School, University of Pennsylvania

Professor Eric T. Bradlow is the Vice Dean of Analytics, the K.P. Chao Professor, Professor of Marketing, Statistics and Data Science, Economics and Education, chair of Wharton’s Marketing Department, and the co-founder of Wharton Customer Analytics. An applied statistician, Professor Bradlow uses high-powered statistical models to solve problems on everything from Internet search engines to product assortment issues. Specifically, his research interests include Bayesian modeling, statistical computing, and developing new methodology for unique data structures with application to business problems. Professor Bradlow has been named a fellow of the American Statistical Association, American Educational Research Association, a fellow of the INFORMS Society for Marketing Science, is past chair of the American Statistical Association Section on Statistics in Marketing, is a statistical fellow of Bell Labs, and was named DuPont Corporation’s best young researcher while working there in 1992. A prolific scholar, Professor Bradlow’s research has been published in top-tier academic journals such as the Journal of the American Statistical Association, Psychometrika, Statistica Sinica, Chance, Marketing Science, Management Science, and Journal of Marketing Research. Professor Bradlow has won numerous teaching awards at Wharton, including the Anvil Award for best teacher, MBA Core Curriculum teaching award, the Miller-Sherrerd MBA Core Teaching award and the Excellence in Teaching Award. Professor Bradlow earned his PhD and Master’s degrees in Mathematical Statistics from Harvard University and his BS in Economics from the University of Pennsylvania. His personal interests include his wife, three sons, sports, movies and his radio show on Sirius XM, Wharton Moneyball.

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