Conjoint analysis is a market research technique used to identify peoples’ preferences and evaluate the product trade-offs they would make. It is a method used across industries to understand the perceived importance and preference for each feature within the product or service.
Conjoint analysis presents a respondent with a combination of choices in a package and analyzes their discrete choices. Their selections are then used as a reference point for the optimal package you should offer.
Example: Let’s say we’re trying to decide the duration and location of a district retreat. Instead of just asking the duration or location respondents want their retreat to be, we ask if they’d prefer a week-long retreat to the district office, or a 5-day retreat at the school. We then ask their opinion on more combinations to gauge what retreat would most appeal to the majority of the attendants and what is driving that appeal.
- There are many different ways that you can distribute conjoints or MaxDiff projects. For example, you may want to email the survey directly to respondents. You may simply want to post a link on your website. You may also want to text a link to the survey. All of these options and more are available to you. Please see the Distributions Basic Overview for more details, while keeping the exceptions in mind.
- Advanced researchers can use this function to better understand decision-making from their clients or students.
Ultimately, conjoint analysis can be a great fit for any researchers interested in analyzing trade-offs consumers make or pinpointing optimal packaging.
The iQ Suite enables you to process and understand. See which actions to take next, thanks to a powerful analytics engine. Experience Management takes all your data on what people said, how they feel, and what they did, and uses it to model the impact of your actions. The result is recommendations delivered in plain language to people across the business so they know exactly what to do to design and improve experiences.
Conjoint Analysis Support Page
