Conjoint analysis demonstration

Below is our interactive demonstration to illustrate the principles of conjoint analysis. You will need to allow Java enabled to run to be able to try the demonstration. The aim of conjoint and choice research is to be able to predict how choices are made, by working out what a customer values from the decisions they make. If you know what people really value you know where to put your strategic effort (see the market modelling example).

The demonstration is a simplified conjoint example and works best if you are consistent in your choices. See the technical notes for more information and a comparison with full/commercial conjoint analysis. Alternatively look at a fully worked up conjoint analysis example using Excel to understand the calculations involved.


"You did a superb piece of work for us, every one was impressed by your presentation and I'm confident that the findings will shape decisions about the pricing etc of TB"


Research Manager, Royal National Institute of the Blind

How to use this conjoint demonstration

Suppose you are buying a Pizza to eat tonight. You are shown two to choose from below, Pizza A and Pizza B. Use the scale below to show your preference. If you strongly prefer Pizza A select a low number, if you strongly prefer Pizza 2 select a high number. If you have no preference choose 5. Then click [Enter] to see the next choice.

The graph below shows what you value, based on your previous choices. To start with everything is valued the same.

"I'm sorry, you don't have Java enabled. This demonstration only works if Java is enabled.

Pizza A

Pizza B

Strongly prefer A <--

--> Strongly prefer B

1 2 3 4 5 6 7 8 9

Select a point on the scale then click ...

You are expected to choose a value of:


The graph shows the elements (size, type and base are each attributes, the component parts are levels) that make up the pizza (see conjoint design)and how much the computer believes you value each of them - the utilities or part-worths - the longer the bar the more you value the item when making a choice. As you make choices, the software adjusts what it thinks is driving your choice and calculates what it expects to be the next decision.

For businesses, the value of these types of results comes in the ability to fine tune product and service offering against cost and pricing considerations. People always have to choose between high price, high quality and low price, low quality, but this means there is a sweetspot somewhere in the middle. How do you optimise the value you can deliver for the customer against the costs involved? How much more should you charge for a larger pizza for instance? And do different types of base have different values to customers and so indicate different willingness to pay?

The demonstration is a simplified version of conjoint analysis and will continue indefinitely. In particular it is using a full-factorial selection method. In a standard conjoint analysis, the number of items you select from is more limited (fractional factorial). And the calculations are made after every choice, rather than at the end. However, after 10-12 choices you should see a fairly good representation of the items you like against the items you don't like. It is simplified for illustration and more information can be found in our conjoint demonstration technical notes. A fuller history of conjoint analysis describes the development and progress behind conjoint analysis.

For a live on-line demonstration using full software visit our dedicated on-line research site SurveyGarden. This shows a full real demonstration, but won't show the calculation part.

For more bespoke work we have our own designer which allows us much more control over the display and tasks that can be used. This extends conjoint to emotional association techniques and makes it more applicable for things like repertoire purchasing where a customer is buying a bundle of products, not just individual products.


See a fully worked up Full profile conjoint analysis in Excel showing how the utilities are calculated.

See how market models work so you can make better business and marketing ROI decisions (new window)


For expert help and advice on carrying out conjoint analysis for your market contact our conjoint analysis expertsinfo@dobney.com or phone +44(0)117 915 4557 or +1 713-983-8700.