So far in this series of papers on making conjoint fit for pharma, we have explored how you can increase the reliability of responses and decrease the required sample size of your pharma conjoint studies to produce preference shares. However, market research agencies often advise that the preference shares that come out of conjoint studies must not be used for making market share forecasts. We believe preference shares are, in fact, very useful for market share forecasting – when they are correctly transformed.

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