Abstract: This research elaborates decision models for product
innovation in the early phases, focusing on one of the most widely
implemented method in marketing research: conjoint analysis and the
related conjoint-based models with special focus on heuristics
programming techniques for the development of optimal product
innovation. The concept, potential, requirements and limitations of
conjoint analysis and its conjoint-based heuristics successors are
analysed and the development of conceptual framework of Genetic
Algorithm (GA) as one of the most widely implemented heuristic
methods for developing product innovations are discussed.