The Power of Conjoint Analysis with Matt Johnston

<p><strong>Matt Johnston</strong> is the Founder and CEO of EPIC Conjoint. As a highly motivated seasoned commercial marketing professional possessing 25 years Pricing, Product and Segmentation experience with Tier 1 brands in Europe, North America, MENA and Southeast Asia, he is a huge fan of conjoint analysis but massively frustrated with the time, effort and cost barriers to conducting a conjoint study. So, instead of grumbling about its limitations, he designed and developed his own rapid conjoint platform EPIC Conjoint.</p> <p>In this episode, Matt talks about the confidence and reassurance conjoint study provides in coming up with crucial pricing decisions. And how it helps you differentiate from competitors. He also shares how he started EPIC Conjoint to provide a simple, fast, and inexpensive conjoint study.</p> <p><strong> </strong></p> <p><strong>Why you have to check out today’s podcast:</strong></p> <ul> <li>Find out a more cost-effective conjoint analysis to help in your company’s pricing decisions</li> <li>Find out how conjoint analysis not only help in pricing decisions on new products and services but also on the existing product context</li> <li>Discover how close to the truth you can get in terms of assurance that is statistically significant to your pricing decisions</li> </ul> <p><strong> </strong></p> <p align="center"><strong>“It's always very important to look at the transactional data, the behavioral data, the previous data that will inform your assumptions. But then cap it off by asking the customer.”</strong><em> </em></p> <p align="center"><em>- Matt Johnston</em></p> <p><strong> </strong></p> <p><strong>Topics Covered:</strong></p> <p>00:57 - How it was like starting his pricing career at Comedy Central</p> <p>01:26 - An Impact partner in the course creation</p> <p>03:03 - A funny story of how Matt started in Pricing</p> <p>04:43 - How most pricing people never started with a pricing role</p> <p>05:45 - What made start EPIC Conjoint</p> <p>07:13 - The budget and the investment involved