Conjoint analysis demonstration

Below is an interactive demonstration of conjoint analysis. The aim of conjoint and choice research is to be able predict how choices are made, by working out what a customer values the decisions they make. If you know what people really value you know where to put your strategic effort (see the market modelling demonstration).

The demonstration is a simplified form of conjoint 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

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 in conjoint-speak - the longer the bar the more you value the item when making a choice.

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 to optimise the value you can delivery 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 a standard conjoint analysis, the number of items you select from is more limited. 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 of conjoint analysis visit our dedicated on-line research site SurveyGarden. This shows a full demonstration of Adaptive Conjoint Analysis. We are also preparing a demonstration of choice-based conjoint analysis.

For more bespoke work we have our own conjoint designer which allows us much more control over the types and flavours of conjoint you can use. This extends conjoint to emotional association techniques and makes conjoint analysis 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 elements are calculated.

See how market modelling works so you can make better ROI decisions (new window)

For expert help and advice on carrying out conjoint analysis for your market contact info@dobney.com or +44 117 915 4557.