To understand the basic idea behind Contra Analysis, let's play a fun little game of, would you rather? You need to answer honestly. First question, would you rather have $10 million or $4.76? Think hard about this. First question, would you rather have the power of flight or would you rather have the power of earwiggling? Again, think carefully about this. It turns out when you ask these previous two questions, most people prefer $10 million over a little under $5. And most people prefer the power of flight over the power of earwiggling. No insult to all those out there who can wiggle their ears. I can't. But let's play one more time. Now which one of these two choices would you prefer? Would you rather have the power of flight and $4.76? Or would you rather have $10 million and the power of earwiggling? You can only pick one of these two. I've asked this question to quite a few students. And it turns out about 70 to 75% of students prefer $10 million and the power of earwiggling. But a good portion of them instead choose to pick the power of flight and forego all that money. The difference between this question and the previous two is there's a trade-off. There's two superior options, but you can't have them both at once. Maybe more plain marketing language. Let's think about a new phone. Which one would you rather have? Assuming all else about the phone is exactly equal. Would you rather have a phone that typically has a 24 hour battery life in 64 gigabytes of onboard storage? Or would you rather have a phone that's exactly the same in every other way? But has a 14 hour battery life in 128 gigabytes of onboard storage. Most people want as much battery life as possible and as much onboard storage as possible. But for marketers we probably can't offer that superior option at a price point they'll tolerate. So there has to be some sort of trade-off. It behooves marketers to figure out in the face of trade-offs what two consumers most prefer. That's the essence of Conjo and Analysis.