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.