Rapid technological advancements and widespread adoption of smartphones in recent years provide companies with new opportunities for integrating customers in innovation processes. In this paper we present a prototype of a smartphone application that can be used by marketing researchers to conduct mobile conjoint studies. Compared to traditional approaches, our prototype allows conjoint studies to be carried out in a shorter timeframe with a large number of distributed respondents. After a brief introduction to customer integration and smartphones, we describe the conjoint analysis method and its most common form: the full-profile approach. We then propose a system architecture that enables conjoint studies to be carried out in a mobile setting using a smartphone application. Based on the conjoint analysis method and the proposed system architecture, we derive a set of requirements for our smartphone application prototype, describe its architecture and provide a short tour of the user interface. We conclude the article with a discussion of the potentials and limitations of the prototype and highlight further research efforts in the field of mobile customer integration.     «

Rapid technological advancements and widespread adoption of smartphones in recent years provide companies with new opportunities for integrating customers in innovation processes. In this paper we present a prototype of a smartphone application that can be used by marketing researchers to conduct mobile conjoint studies. Compared to traditional approaches, our prototype allows conjoint studies to be carried out in a shorter timeframe with a large number of distributed respondents. After a brief...     »