Learning from the competition II: a case history dissecting in‐market Quick‐Serve‐Restaurants communications through conjoint analysis

Abstract

This paper assesses the impact of current QSR (quick service restaurant) messages on the Internet by conjoint analysis. The stimuli comprised 89 short phrases taken from the web communications of different QSR’s, along with 14 different visuals depicting generic situations (e.g. people) or actual products (e.g. burgers). A total of 1 942 respondents participated, with each respondent generating an additive model showing the utility value of each of the 103 concept elements. The results suggest the existence of at least four and possibly five segments of respondents. Two segments comprise individuals who like the basic idea of QSR’s but are either indifferent to, or actually hostile to many of the communications. A third segment comprises individuals interested in ambiance and entertainment; a fourth segment comprises individuals interested in health; and a fifth segment comprises individuals interested in the food, and authentic good taste. No single QSR appeals to all of the segments. The study suggests the need for different communications in order to appeal to the segmented populations, and shows the specific communication elements appealing most strongly to each segment.

Effective and confident communications in the midst of a major crisis

“…Step 4 -populate the design with elements. This fourth step has required the selection of messaging from the existing, available elements uncovered in Step 1, where the relevant messages were assembled (see Moskowitz et al, 2002a, b,…”

The applications of conjoint analysis and their possible uses in Sensometrics

“…The output of this type of conjoint analysis reveals what are the important, driving elements in fragrance concepts (Moskowitz, 2003a). At the more Ôrough and tumbleÕ end, conjoint analysis has been used to understand the persuasive power of different communications in food advertising, by deconstructing or Ôripping apartÕ the existing competitive frame of communications into concept elements and recombining these elements by conjoint analysis (e.g., for fast food or QSRÕs; Moskowitz, Itty, Machaiah, & Ma, 2002).…”