The three studies semantic scales, multidimensional scaling and conjoint analysis give information on how to reposition a brand to provide more value to consumers. For the semantic scales and multidimensional scaling studies, your objective should be to get closer to the ideal point of the targeted segment. For the conjoint analysis study, your objective should be to maximize the overall utility of your brand.
In most cases, the three studies will give consistent results. So the question “which of these three studies should I use?” is frequently asked by participants. You will find below some recommendation about which study to use and when.
•Use the Semantic Scales study to design R&D projects, i.e. to determine the ideal level in each physical characteristic. This study is very much appropriate to do this because there is a one-to-one relation between the dimensions of the study and product physical characteristics.
•Use the MDS study to decide on your strategy. The MDS study is great for strategy because it provides a helicopter view of the entire competitive situation. Putting the two perceptual maps next to each other on the same page or screen will help you; find where to reposition your existing brands; where to launch new ones; and, last but not least, anticipate the moves of your competitors.
•Use the MDS study also for communication. The reason is twofold: (1) you will communicate on the dimensions that really matter to your customers: Economy, Performance, Convenience, …; (2) You can reposition a brand along more physical characteristics by using MDS than by using Semantic Scales.
•Use Conjoint Analysis to validate or invalidate the findings made with the other two studies. Will the new characteristics or price of my product maximize total utility? But be cautious: this study may be misleading because only four levels are tested along four dimensions. The optimal level for a given dimension is usually in between two of the four tested values, but you do not know where exactly.