SnackPassport — Consumer Conjoint Analysis
Graduate Project • CSU East Bay • Marketing research
Free Trials interest rate
89%
Among interested respondents
Optimal price point
~$15
Monthly variety pack
Preferred snack count
~7
Per monthly delivery
OVERVIEW
Designed and conducted a conjoint analysis to identify consumer preferences and demand factors for a mock snack subscription service — SnackPassport. Using survey data collected via Qualtrics, the study analyzed trade-offs consumers make across subscription attributes including price, snack type diversity, delivery frequency, and trial period options. Outcomes informed pricing strategy, product selection, and targeted marketing segmentation.
WHAT I DID
Survey design & data collection
Designed a Qualtrics survey capturing demographics, cuisine preferences, delivery preferences, and willingness to pay. Cleaned raw responses — standardized formats and handled missing data.
Cross-tab analysis
Ran cross-tabulations across age, gender, and cuisine preference to identify segment-level patterns in subscription interest, delivery method preference, and purchase behavior.
Conjoint analysis
Assessed trade-offs consumers make between subscription attributes — price, snack diversity, delivery frequency, and trial period — to identify the most valued feature combinations.
Segmentation & recommendation
Identified key demographic segments most likely to adopt the service. Produced pricing, product, and messaging recommendations tailored by age group, gender, and cuisine preference.
OUTCOMES
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89% of interested respondents expressed interest in a free trial — the strongest adoption lever identified
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Home delivery preferred by 60% of respondents despite familiarity with in-store purchases
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Women favor Indian/Mexican cuisine; men lean Mexican/Indian; younger groups skew Asian/Latin, older groups lean Mediterranean/Indian
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Optimal product offer: Monthly Variety Pack with ~7 snacks at ~$15 — best balance of variety, price, and flexibility
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Cuisine preferences vary meaningfully by age and gender — enabling targeted snack curation and personalized marketing messaging
RECOMMENDATIONS DELIVERED
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Lead acquisition with a free trial offer — 89% interest rate makes it the strongest conversion lever
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Price the core subscription at ~$15/month for a 7-snack variety pack — optimal value perception across segments
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Tailor marketing messaging by age and gender — cuisine preferences differ meaningfully across demographics
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Prioritize home delivery as the primary fulfillment method — preferred despite in-store purchase familiarity
TOOLS USED
Full project available on Google Drive