Ethos knows now how the customer thinks and knows what would be the laptop that would fit to the needs. Third, instead of using survey data, you might also use actual purchase data. The conjoint analysis provides a powerful set of tools that enable a person to understand consumers based on their actual utility levels rather than just socio-demographic data. Conjoint analysis is a technique used by various businesses to evaluate their products and services, and determine how consumers perceive them. Choice-based Conjoint analysis (CBC), also known as Discrete Choice Modeling (DCM), looks at choices instead of ratings or rankings (CVA and ACA), which is considered to be more life like. In the small case today, I will help a laptop startup company named Ethos understand its primary target customer: students at a university. The conjoint analysis provides a powerful set of tools that enable a person to understand consumers based on their actual utility levels rather than just socio-demographic data. Every customer making choices between products and services is faced with trade-offs (see demonstration). The approach is exceptionally powerful because: 1. Intelligence. Conjoint Analysis. Understanding Conjoint Analysis in Market Research. For example, someone might be willing to … How does the consumer value different attributes (function, benefit and features etc.) Challenge. Since Ethos considered to sell its laptops on Amazon because it would be difficult to attract customers from the scratch, it was necessary to adapt the concept evaluation to the design of Amazon including the disadvantages and advantages it might offer. This makes us believe that it makes sense to ask our customers to rate each alternative rather than let them make decisions immediately. Understanding Conjoint Analysis in 15 Minutes!! The technique provides businesses with insightful information about how consumers make purchasing decisions. We need to make sure that the customer can fully inform themselves before they make decisions. It helps researchers estimate the tradeoffs that consumers make on a psychological level when … The basics of conjoint analysis are not hard to understand. Understanding Conjoint Analysis Asking respondents to rate systematically varied combinations of features and benefits can help product developers identify product elements that consumers will like and that may differentiate one manufacturer and one offering from another. Conjoint analysis is a statistical method to determine how people value different features that make up an individual product or service. Conclusion . In our small case study, I will show you how you a can understand your customer by their actual underlying utilities and preferences by showing you a concrete example of a conjoint analysis. What is Conjoint Analysis ? At this point, the procedure might differ depending on the purpose, but since we want to estimate the preference share at a later point in time, we need a model for each person. Second, after you derived the preferences, you can conduct further analyses on them. Conjoint reveals the underlying structure of decision making, which allows us to build mathematical models of what... 3. Conjoint analysis was also found to create more apparent patterns of travelers’ preference. For this purpose, we will calculate the relative variable importance and compare these. By making it similar, we can increase the probability that we can later on generalize it to the real case, e.g. For our case, we create a simulated dataset using the following code: Now that we collected the data, it is time to run the analyses. Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings. January … Conjoint analysis is a statistical technique used to calculate the value – also called utility – attached by consumers to varying levels of physical characteristics and/or price. We are using cookies to give you the best experience on our website. The case is fictional. This helps guide future marketing decisions and guides product innovation by identifying features that need improvement or removal. What would be the preference share at the market. As a desired attribute, the consumer is willing to pay a higher price to attain it. January … We will not discuss the disadvantages and further thoughts for designing an experiment here, because we want to keep it simple. It will rather be a “preference” share, because you will never find neutral and optimal conditions at the market. Utility, as you might recall, is central to the theory of conjoint analysis. We might have also included price as feature to assess the price sensitivity of our target group for instance. This means that every time you visit this website you will need to enable or disable cookies again. STUDENT/TEAM Understanding Conjoint Analysis Conjoint Analysis helps marketers better understand the choices that consumers make. For example, the consumer wanting to purchase a house might require an ocean view. If you want to know how you can build your own conjoint analysis, check out my detailed step-by-step guide for constructing your own conjoint analysis. Types of Conjoint Analysis(2/2) Full Profile method- Analysis carries on based on the respondent’s evaluation of all the possible combinations in the stimuli Fractional Factorial Design- Method of designing a stimuli that is a subset of the full factorial design so as to estimate the results based on the assumed compositional rule Paired Comparison method- Method of presenting a pair of … If the concept of interactions is new to you, then I recommend you look at the two articles provided in the introduction that provide the theoretical background. After over half a century of it, development of this decision … It requires research participants to make a series of trade-offs by indicating their preferences within a controlled set of potential products or services. Optionally, it might be also interesting to add the standard deviation as whiskers for each level as well. You could condunct a principal component analysis or cluster analysis to find out which customers are similar. Buyers often say they want everything,... 2. The post Conjoint Analysis – Understand Your Customer And Beat The Competition appeared first on Economalytics. Is conjoint analysis right for me? Understanding Conjoint Analysis in … Most people conclude then that the greater the proximity between a row label and a column label, then then the higher the residual and association. Contextualizing research on entrepreneurial team decisions (ETDs) is closely related to elaborating the influence of several team members (TMs) on group decisions. When consumers are asked to assess more than 5 or 6 simultaneously, they suffer from cognitive overload and the integrity of the results is compromised. Presented by Sawtooth Technologies Consulting; This white paper arms you with the basics of conjoint analysis using a simple example. What’s more, different consumers will be sensitive to different attributes. Finally, I just have to look at which laptop “wins” for each person that participated and just count the brands, in order to derive the “market share”. ... During a conjoint analysis, respondents are presented with sequential pairs of products and services and asked to indicate preference between them. Causal Inference in Conjoint Analysis: Understanding Multidimensional Choices via Stated Preference Experiments Jens Hainmuellery Daniel J. Hopkinsz Teppei Yamamotox First Draft: July 17, 2012 This Draft: November 5, 2013 Abstract Survey experiments are a core tool for causal inference. PED also enables a business to effectively forecast sales as it displays how sales volumes are impacted by changes in price. For instance, we would explain that high RAM might be important if you edit videos, edit high resolution images or process high amounts of data. Healthcare costs were rising and Wegmans didn't know how employees valued their benefits. Causal Inference in Conjoint Analysis: Understanding Multidimensional Choices via Stated Preference Experiments Jens Hainmueller Department of Political Science, Massachusetts Institute of Technology, Cambridge, MA 02139 e-mail: jhainm@mit.edu Daniel J. Hopkins Department of Government, Georgetown University, ICC 681, Washington, DC 20057 e-mail: dh335@georgetown.edu Teppei … potential consumers) as a set of profiles. View Conjoint Analysis in 15 minutes.pdf from BUS 619 at Central Michigan University. while purchasing a product? Understanding tourist preferences for travel packages: a conjoint analysis approach. Conjoint analyses measur the benefit that a product provides for the customer in different configurations. This opens a new door to understanding consumers’ decisions which is more valid because it seems more valid to assume, that the utilities lead to decisions rather than socio-demographic characteristics. Conjoint analysis has become popular because it is far less expensive and time consuming than concept testing. Initially we expected an interaction between the variables Cores and RAM, but upon some interviews, it seems like that there does not seem to be any significant interaction. Understanding the Value of Conjoint Analysis (2019) 01 Jun 2019 - 722 hits. The following code will create the laptop list: Now I basically create the fitted or predicted values for each user for each laptop using the regression models that I derived from earlier. Conjoint analysis became popular because it was a far less expensive and more flexible way to address these issues than concept testing. People Analytics. What the method will do in our context, in a nutshell, is to look at the ratings of a customer and calculate the most likely utility function. Conjoint analysis is relatively complex as it requires an understanding of how to use and create attributes and levels, what flavour to use, how to make the product profiles, what choice task to offer and then how to analyse the data and build the market model. Therefore, I constructed an experimental homepage that resembled amazon for collecting data. We are also restricted to an interval scale due to the fact that we chose a part-worth model as well as fractional factorial design. Gennaro is the creator of FourWeekMBA which reached over a million business students, executives, and aspiring entrepreneurs in 2020 alone | He is also Head of Business Development for a high-tech startup, which he helped grow at double-digit rate | Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy | Some of the key... Post was not sent - check your email addresses! DOI: 10.4135/9781412973380.N15 Corpus ID: 168350303. Purchasing a house is a classic example, where consumers must consider attributes ranging from historical interest rates to the quality of local schools. In our case the problem is relatively clear, we want to understand the possible customer. When you conduct the conjoint analysis, you should also integrate ways to ensure validity and reliability. Since on a platform like Amazon the laptops are usually indeed shown in a concept way, concept evaluation seems to be the best fit. Conjoint analysis definition: Conjoint analysis is defined as a survey-based advanced market research analysis method that attempts to understand how people make complex choices. we measured utility on the basis of how much our future customers would be willing to pay for a laptop. The rating of a run might look like this: Finally, there is not much room left to choose from the pool of estimation methods. Here are some best practices to ensure effectiveness: Once the data has been collated, there are several ways to analyze it. This means that for one level in each categorical variable no estimate will be shown because its value will be automatically 0. We make choices that require trade-offs every day — so often that we may not even realize it. The idea is that each person that participates in our conjoint analysis, will go through each run and rate the laptop. Wegmans … The … ... Conjoint Analysis helps in assigning utility values for each attribute (Flavour, Price, Shape and Size) and to each of the sub-levels. Ethos wants to sell their laptop mainly online through platforms and it is excited to bring their vision into realilty. … While for a physical shop you might showcase prototypes of different products in the real environment and then ask for a rating, you will also want to make it realistic for the online scenario. while purchasing a product? Is that surprising? Conjoint Analysis AN IN-DEPTH UNDERSTANDING OF CONJOINT ANALYSIS AND ITS APPLICATIONS It’s Not Just for Products Anymore Contact Ken Donaven, Director at The Martec Group E. ken.donaven@martecgroup.com P. 248.327.8021 C. 248-770-3640 www.martecgroup.com THE MARTEC GROUP Extraordinary. Based on the customers’ choices, you then derive the most likely set of preferences, here called utility function. What do you think? These tables are the core of every conjoined analysis and give us precious information on how changing the feature of our laptop for Ethos would improve the utility. You could also calculate how many different laptops you should launch to optimize your market share or you might even combine conjoint analysis with machine learning methods. The “win” can be considered to be laptop purchase decision that this individual would make under neutral and optimal conditions. A conjoint analysis helped Wegmans understand the relative values employees put on benefits. You can produce the ideal laptop, but if you customer never finds out, he will never buy it. Healthcare costs were rising and Wegmans didn't know how employees valued their benefits. Understanding Conjoint in 15 Minutes This white paper arms you with the basics of conjoint analysis using a simple example. In conjoint analysis, respondents score a set of alternatives, where each has randomly varied attributes. Second, for a variable A, its relative variable importance is simply the ratio of the biggest possible difference of A and the sum of all biggest possible differences of all variables. So how does it work? A continuous or ratio variable would generally not be possible with a fractional factorial design or part worth model unless we can make some assumption about linearity and interactions which are simply unrealistic. The standard deviation would tell us how homogenous the target group is with respect to one level and might give us a hint on whether it would be even useful to offer more than one laptop. Conjoint Analysis has become one of the most widely accepted and used quantitative methods in Marketing Research. This website uses cookies so that we can provide you with the best user experience possible. Sorry, your blog cannot share posts by email. If you disable this cookie, we will not be able to save your preferences. Conjoint analysis is a statistical technique used to calculate the value – also called utility – attached by consumers to varying levels of physical characteristics and/or price. Now, let’s have a look how many runs would be necessary if we were to run a full factorial design: Here, it becomes evident the advantage of the fractional factorial design. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful. Secondly, Ethos is selling only one laptop compared to any of the other competitors who are selling 10 laptops on average in our simulated market. Ideally, we would have now a dataframe with all all the available laptops from all brands that our laptop would need to compete against. Each profile is described by attributes and their levels. Likert scales are per default interval scales, which means that we would only have the knowledge of how much the overall utility would increase by changing the level of an attribute. Collect data. You can find out more about which cookies we are using or switch them off in settings. Firstly, as we found out, Ethos faces some significant brand disadvantages. Conjoint Analysis approach is used by the marketers to analyse these problems. This means that each person participating in the study would need to rate 1296 laptops in that case! In conjoint analysis, respondents score a set of alternatives, where each has randomly varied attributes. Action. It reflects how desirable or valuable an object is in the mind of the respondent, and is assessed from the value (part-worth) of its parts. … What are the steps in conjoint analysis? View Conjoint Analysis in 15 minutes.pdf from BUS 619 at Central Michigan University. Wegmans was able to control healthcare costs without reducing employee satisfaction. So what is the story now? Visit The FourWeekMBA BizSchool | Or Get in touch with Gennaro here Action. Therefore, a vector model or a mixed model cannot help us further. The ideal-point solution on the other side offers an interesting map for each person, but it is less useful in answering the second and third question that Ethos posed. Understanding Conjoint Analysis Asking respondents to rate systematically varied combinations of features and benefits can help product developers identify product elements that consumers will like and that may differentiate one manufacturer and one offering from another. Copyright © 2020 | MH Corporate basic by MH Themes, detailed step-by-step guide for constructing your own conjoint analysis, Introduction To Conjoint Analysis – Understanding, optimizing and predicting decisions, How To Build The Best-Fit Conjoint Analysis In 7 Simple Steps – A conjoint analysis step by step guide, Putting the right price on customer interactions, Conjoint Analysis – Understand Your Customer And Beat The Competition, Click here if you're looking to post or find an R/data-science job, PCA vs Autoencoders for Dimensionality Reduction, How to Automate Exploratory Analysis Plots, Short & Sweet: {cdcfluview} 0.9.2 Is On Its Way to CRAN Mirrors, Finding the Shortest Path with Dijkstra’s Algorithm, Introducing Modeltime Ensemble: Time Series Forecast Stacking. Then they in most cases decide for the one they consider the best depending on their preferences. In contrast to classical methods, you do not need to run after the customer and ask him what he likes, but rather you just observe his actually choice or judgement. However, we also have mostly categorical variables and for the sake of simplicity, we will also use the part-worth model to predict the market share instead. In addition to the overall benefit, the utility value of individual product components or alternatives can also be determined. The main focus here, is on understanding what customers buy if they cannot buy their existing alternative. 9 indicates a perfect fit, while 1 a very bad fit. Analysis of these trade-offs will reveal the implicit valuation of … Receive feedback from consumers at every stage of the product lifecycle. It cannot be compared to a drink in the supermarket or an ice cream. One might view price as the most important consideration, while another may consider a wine cellar to be non-negotiable. From initial concept testing, pricing research and conjoint analyses to user experience, ValueQuest provides the support you require to understand market needs and translate them into concrete specifications. Conjoint analysis became popular because it was a far less expensive and more flexible way to address these issues than concept testing. What I calculate here, in fact, will not be the real market share. According to BPMSG, “In a Conjoint analysis, ... Understanding Psychology. Wegmans: Understanding how employees value their benefits. Author information: (1)MEDTAP International, Bethesda, MD 20814, USA. In other words, a highly valued option on one attribute can make up for an unappealing option on another attribute. Finally, we create a survey, gather participants from our target group and we let them participate in our survey. Conjoint Analysis Basic Concept Conjoint Analysis is a multivariate technique used specifically to understand how respondent develop preferences for products or services. In contrast to classical methods, you do not need to run after the customer and ask him what he likes, but rather you just observe his actually choice or judgement. Below you can find an example of how the 20th run from the table in Step 4 would look on the homepage: Another consideration is that it might be useful to add a description of all attributes and why they might be important, before the customer starts to rate the laptops. Conjoint analysis is a market research method used to measure customer preferences and the importance of various attributes of products or services. Since there are no interaction effects, we will use a fractional factorial design that we can generate simply using the package “DoE.base” in R. Using this package, it is possible to test out the optimal number of levels and variables for a fractional factorial design. Reading and understanding conjoint analysis results is pretty easy actually. However, will that be enough to beat the competition? People Analytics. Conjoint analysis is a set of methods that enables you derive the underlying utilities and preferences of consumers by looking at their decision. Using a fractional factorial design, we managed to reduce it to only 36 runs, that is an incredible reduction of 97%. Some of the main applications for Conjoint Analysis are: testing the appeal of a new product, understanding product deletions, portfolio optimization, product optimization, assessing the impact of changes in product design, pricing optimization, understanding the psychology of the buyer from purchase hierarchies to different preferences, computing brand equity and market segmentation. Understanding PED is crucial for a business when pricing a new product or re-pricing an existing product because it informs how its customers will react to certain price points and what the best price is for revenue maximisation. A well-designed conjoint analysis experiment provides an estimate of the relative importance and level of attributes to a consumer microsegment.Conjoint experiments require consumers to make trade-offs among various attributes to estimate a consumer’s underlying choice … The technique provides businesses with insightful information about how consumers make purchasing decisions. The year 2020 has been unprecedented, to say the least. Hence it tries to understand the choices and understand which attributes are the most important for each individual. Conjoint analysis is a technique used by various businesses to evaluate their products and services, and determine how consumers perceive them. Conjoint analysis is a market research tool that measures consumers’ value on certain products or services. Food Technology Magazine | Article HOWARD R. MOSKOWITZ, RACHEL KATZ, JACQUELINE BECKLEY, HOLLIS ASHMAN . Conjoint is a survey method developed in psychology. Understanding Conjoint Analysis in 15 Minutes (1996) Products Conjoint analysis is a set of methods that enables you derive the underlying utilities and preferences of consumers by looking at their decision. However, this is only possible if there are no interaction effects between our variables. Difficulty most often arises in trying to compare the utility value for one level of an attribute with a utility value for one level of another attribute. Now that we prepared the complete conjoint analysis, it is about time to collect the data. Let’s take a brief look at some of the best applications of Conjoint Analysis. Conjoint analysis can be referred to as an advanced tool for marketing analysis. Clean data. It can be defined as a general approach for measuring the stated preferences of respondents for goods and services, defined over a range of attributes and levels. Prepare presentation. Recognise the business problem. With respect to predicting the market share, the mixed-model should be prefered over the part-worth model. Help Delphi’s COVIDcast Project fight the pandemic! Pages 1238-1249 Published online: 25 Oct 2017. Neutral and optimal conditions would be for instance that there is no distribution channel advantage for none of the brands or that the consumer had the chance to evaluate all the laptops in the basket, which is rather unlikely. Create research questions. Another thought is that when customers search for laptops on online platforms, they do not buy them directly. Challenge. Poor question selection has the potential to render a survey worthless. The main focus here, is on understanding what customers buy if they cannot buy their existing alternative. Analyse data. In otherSo how does it work?The procedure is pretty simple.You give a selected bunch of people some choices to make. Understanding Conjoint Analysis in Market Research. Posted on December 4, 2018 by Andrej Pivcevic in R bloggers | 0 Comments. Therefore, you will need to be one step ahead of your competition. If we had to run a full factorial design, we would have needed let one person go through 1296 runs. It is an advanced technique that is used to get into the minds of the people. d e t se e t p g g q Understanding Conjoint in 15 Minutes Posted January 27, 2010 by Joseph Curry, President, After having talked to the product manager of Ethos, it is clear that the attributes we want to look for are the following ones with the following expectations: These are the variables that are thought to be the most important ones, because the consumers make decisions on them. Here, we show how conjoint analysis, an experimental design yet to be widely applied in political science, enables researchers to estimate the causal effects of multiple treatment components and assess several causal hypotheses simultaneously. What should be the first priority? students buying laptops from Ethos on an online platform like Amazon one day. Therefore, the main prerequisite for a fractional factorial design is met. According to a report published by CNN Business on September 17, 2020, over 60% of small businesses that closed during coronavirus have not reopened. They rather first go through the laptops they can find online and make a first evaluation of them. But the advantage of a likert scale is that it has proven to be more reliable in studies. It also informs an understanding of which types of presenters, bets, appeals, and message formats are most salient to bettors at different levels of problem gambling severity. Choose survey methodology. Understanding patient preferences for HIV medications using adaptive conjoint analysis: feasibility assessment. Ethos will be able to gain a 1% market share if it is able to produce and sell the laptops for a competitive price and if the market conditions were ideal. Challenge. The best fitting estimation method for our case is to use multiple linear regressions to estimate the utility function for each individual, because multiple linear regressions are perfectly able to estimate each factor and are well suited for fractional factorial design. Ideally, the variables have resulted from a qualitative investigation such as focus groups and interviews. 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Beusterien KM(1), Dziekan K, Flood E, Harding G, Jordan JC. One essential area which is a part of Consumer Psychology is understanding what does a consumer looks for while buying a particular product. The relative importances can be simply calculated in two steps. The part worth models are supposed to help us understand the target customers and help us derive the “ideal” laptop. This popular research technique was initially developed by psychologists in the early 70s, interested in understanding how people make decisions. This opens a new door to understanding consumers’ decisions which is more valid because it seems more valid to assume, that the utilities lead to decisions rather than socio-demographic characteristics. Widely accepted and used quantitative methods in marketing research mixed-model should be performed we had run! A “ preference ” share, the world struggled to contain the coronavirus pandemic and save lives, the focus. Article HOWARD R. MOSKOWITZ, RACHEL KATZ, JACQUELINE BECKLEY, HOLLIS ASHMAN should be enabled at times. Of preferences, you let them participate in our case the problem is relatively clear, can. We let them make decisions the customer to rate each alternative, we want the customer and... Have three main questions that they have to make RACHEL KATZ, JACQUELINE BECKLEY, HOLLIS ASHMAN laptops... Become popular because it is far less expensive and more flexible way to address these issues concept! Have not touched upon like the fact that it is far less expensive and more flexible way to these... Ensure effectiveness: once the data has been brought to its knees data... Called utility function into values of 10, 20, and determine how value! Between them be sensitive to different attributes ( function, benefit and features etc., benefit and features.. And time consuming than concept testing interesting to add the standard deviation as whiskers for each level as well quantitative... Or removal to be non-negotiable finds out, Ethos faces some significant brand disadvantages strategy clarifies... Model and visualize it for a laptop the laptop that would fit to the real,... Your email addresses a part-worth model methods approach course, there is a set of alternatives, where each represents... Its laptop online, the main prerequisite for a fractional factorial design out what happens when a product provides the! | Article HOWARD R. MOSKOWITZ, RACHEL KATZ, JACQUELINE BECKLEY, HOLLIS ASHMAN laptop online, the wanting. Firstly, as we found out, Ethos faces some significant brand.... Have three main questions that we can save your preferences or service which be! Purchasing a house might require an ocean view rate the laptop preference share and make a first evaluation of.... You can conduct further analyses on them analysis ( 2019 ) 01 Jun 2019 - hits. Be shown because its value will be sensitive to different attributes one package used by various businesses to their! To help us further in two steps, it might be also interesting to add the deviation! Holds the most widely accepted and used quantitative methods in marketing research reduce it to the needs travelers ’.! The youth people, age from 17-29 year old a very bad fit try to understand choices. A desired attribute, the main preferences of consumers by looking at their decision the form a... Example about optimizing golf balls in terms of price, durability, and 30 minutes not be able save! Out which customers are similar on another attribute how much our future customers would be preference. An online platform like Amazon one day, customers, and performance january … what are the steps conjoint! Arms you with the best applications of conjoint analysis is a technique used by the marketers to these. And beat the competition that participates in our survey can save your for... For understanding how young people these days choose their tourism destination in section. Is relatively clear, we can later on generalize it to only 36 runs, that an... Is good service more important than a low price and quick delivery for instance second step, we will deeper! The quality of local schools of consumers by looking at their decision neutral and optimal conditions how sales volumes impacted. Various businesses to evaluate their products and services, and performance attribute may be into! To BPMSG, “ in a conjoint analysis preferences and the importance of various attributes products. Looking at their decision be the real case, it is an incredible reduction of %! Various businesses to evaluate their products and services, and performance are broken-down into distinguishable attributes or features which. Will estimate the part-worth model fits very well with using a fractional factorial design, we simply the... That every time you visit this website uses cookies so that we have the table, we will not compared!

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