It is no surprise to anyone in the industry that marketing research budgets are being squeezed and marketing researchers are being asked to “do more with less.” These budget constraints have forced researchers to deviate from the traditional marketing research plan and to make difficult decisions regarding where they will spend their allocated research dollars. These pressures have disproportionately impacted the use of the “large-scale” conjoint, hindering the researcher’s ability to understand precisely customers’ expected reactions to various scenarios in a given marketplace. In this presentation, Mike discusses how conjoint-based methodologies can be successfully applied in the qualitative setting providing the audience with an innovative approach to plan effectively for the future in a dynamic environment.