Using conjoint analysis for new product designs. Watch the lecture videos at https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJaw
An Excel book for business model (not just marketing): https://amzn.to/4lpIZgC
To go further, here is a book for Advanced Marketing Analytics: https://amzn.to/43NQ3gO
An in-depth book on conjoint analysis: https://amzn.to/4jnXbES