Conjoint studies frequently assume that product profile is the dominant driver of market share. However, product profile is often not the dominant driver and rarely is it the sole driver of market share. Other factors affect market share too, and you need to combine them with the output from your conjoint.
In this final paper in the “Making conjoint fit for pharma” series, we walk you through five evidence-based steps to make your conjoint market shares even more accurate and forecast-model ready.
