On the Predictive Validity of Joint-Space Models in Consumer Evaluations of New Concepts

Abstract

This paper describes a straightforward procedure for assessing the predictive validity of joint-space models applied to the generation and evaluation of new concepts. The results indicate a marked deterioration in predictive power when using joint spaces derived from data on real objects to predict evaluations of new concepts. Conjoint analysis appears to offer a sounder approach to this aspect of product development.