Wine or Gasoline? A Podcast with Mario Fantoni of TaguchiNow

I had the pleasure of talking to Mario Fantoni, founder and president of TaguchiNow.

In this podcast we discuss:

• Taguchi and choice modeling
• Multivariate testing in general
• Methodology, technology and creativity
• Three websites (Sony Ericsson, Volvo and Stardoll)
• Whether small, large, new or old companies are the early adopters
• Small, large and niche markets
• Case studies (Nordax Finans, IntelliQuote, WebEx and Dell)
• Corporate identities
• Focus groups
• The 80/20 rule applied to testing
• Avinash’s 10/90 rule applied to testing
• How Mario’s modified version of Taguchi has evolved over the years
• TaguchiNow’s pricing
• What restaurants have to do with testing
• Which tool is Mario’s favorite
• Head-to-head tests with competitors

Listen to the podcast: WMA (smaller file)
Listen to the podcast: MP3 (larger file)

A correction: Stardoll has nine and a half million users now and had approximately one million users a year ago. I looked at the Stardoll site a few days ago and noticed how membership grew by 5,500 members in just eight and a half hours.

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