Your team has conducted its first conjoint analysis and is in the middle of a debate about whether or not they can use demand forecasting to predict the market share of a new wall-mount bottle opener. You’ve been listening carefully during the meeting but haven’t weighed in yet. Which of the following points convinces you that your team shouldn’t use demand forecasting?

 
 
 
 
 
 

If your competitors’ products can’t be evaluated on the same dimensions or if you haven’t measured the utility for their selling attributes, your team won’t be able to engage in demand forecasting.