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106 — Charting the Conjoint Frontier: Steve Cohen's Legacy in Market Research
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How did conjoint analysis revolutionize market research?
In this episode of the Greenbook Podcast, host Lenny Murphy interviews Steve Cohen, founder and CEO of In4mation Insights and a notable figure in market research. Steve recounts his pioneering work in developing methodologies like choice-based conjoint and MaxDiff, detailing his career from early film forecasting models at Polaroid to groundbreaking academic contributions. He discusses innovations in market research tools, such as integrating budget constraints in choice modeling and enhancing analysis with behavioral economics concepts like regret minimization. We also explore the potential of advanced computational technologies and AI to enhance market research processes.
You can reach out to Steve on LinkedIn.
Many thanks to Steve for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio.
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