2. A young businessman is considering entering politics. But how should he profile himself as a brand? He is unsure about how to approach this critical question. He is convinced, though, that physical appearance plays an important role. That is, whether he wears tie and suit or rather a pullover, wears glasses, smiles, looks relaxed, etc.

Thus he asks a friend who is a spin-doctor to come up with five different image profiles. The friend suggests the following: i. the macho type, ii. the bureaucrat-type, iii.

the busy businessman, iv. the “guy next door” type, v. the populist. Being confident with modern marketing research, he decides to conduct a small conjoint analysis before he launches his campaign. In a conjoint analysis context the five typologies correspond to five different levels of the attribute “physical appearance”. Table 14.35 shows a 54 Graeco-Latin with twenty-five cells. This design allows for four attributes.

Thus, apart from the appearance attribute, the study can include three more attributes with five levels each. Which other levels would you recommend the potential politician to include? Assume that the politician, who is about to enter politics, is from?