Conjoint Analysis

A Conjoint analysis is a survey-based statistical technique used in market research that helps determine how people value different attributes (feature, function, benefits) that make up an individual product or service.

The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent choice or decision making. 

A controlled set of potential features, functions, products or services is shown to survey respondents and by analyzing how they make choices among them, the implicit valuation of the individual elements can be determined.

  1. Choose the set of features that you want to test
  2. Define combinations of features that will be used
  3. Choose the values for each option
  4. Choose the form in which the combinations of features are presented to the respondent
  5. Select the technique to be used for analyzing the results

Tools Conjoint Analysis

Video Conjoint Analysis

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