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.
Please don't hesitate to contact the Digital Innovation Lab. We are always happy to help!