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conjoint analysis for value drivers research -

Product and feature value

When customers make purchases they make trade-offs between price, quality and service. A business, designing a new product or service, needs to understand what customers value and will pay for in order to get the best fit to market needs. Conjoint analysis is the premier method for discovering those market needs allowing businesses to build models and forecasts of what will sell.

About conjoint analysis

Conjoint analysis is a powerful way of getting under the skin of customer decision making. The aim is to show realistic looking products and services created from a mix of potential features (attributes and levels) in order to understand what customers would choose. By capturing those choices we can build models of customer preference.

Our resources section provides a full description of what conjoint analysis is, and demonstrations and online applications for exploring and designing conjoint including our Conjoint Explorer for building and exploring different conjoint designs.


Better conjoint analysis

The skill with conjoint analysis is in making the choices realistic, so that they genuinely reflect the decisions a purchaser would make. The design and the look and feel of the conjoint design are key to make the task look realistic and ensure the products and the feature descriptions reflect real market or sales situations.

Our survey platform Cxoice was designed to allow us to build realistic conjoint and trade-off tasks that can be shown on-screen in surveys, use as online shopping mock-ups, or can be used over the telephone as part of our Web-assisted Telephone Interview where we show and talk at the same time.

We have been doing Conjoint analysis or Discrete Choice Modelling for more than 25 years, with software, tools and published papers on conjoint analysis and trade-off techniques.


Beyond conjoint analysis

Conjoint analysis is not the only 'trade-off' technique for understanding how customers balance competing product and pricing needs. We design research to our clients needs and can recommend whether conjoint analysis is the best solution, or whether alternatives, including MaxDiff, Simalto, BPTO, A/B testing and a host of other trade-off based and behavioural economics research methods would be more suitable.

Tell us what your research issue is and we can design and build the right research solution for your needs, and for your budget.

For help and advice on conjoint analysis or trade-off research contact


Discovering conjoint analysis - learning resources

Conjoint analysis is an powerful market research method used by product and service designers for forecasting how different product, service and pricing options drive what customers choose, and value. Let us take you through everything you need to know to make a successful conjoint project.

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