RW Humes & Company

Understanding stakeholders' needs and opinions through research

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tradeoff studies

A tradeoff generally refers to losing some aspect of one feature in return for gaining an characteristic of another feature. A decision is made with full knowledge of both the upside and downside of any given choice.

A classical tradeoff in business is that of time, money and quality. It is generally recognized that only two of the three can be realized at the same time.

Tradeoff studies provide a means to simulate and measure the tradeoffs that people make in their everyday decision making. Tradeoff studies allow you to incorporate the most preferred features into a new product or service.

How we do it...

conjoint analysis