Conjoint / Choice Analysis
Conjoint analysis (also known as discrete choice analysis) is one of the most widely-used quantitative methods in marketing research. It is used to measure preferences for product features, to learn how changes to price affect demand for products or services, and to forecast the likely acceptance of a product if brought to market. For example, conjoint analysis may be used for:
- Designing new products
- Branding and packaging
- Estimating brand equity
- Measuring price sensitivity (elasticity)
- Identifying product line extensions
Sawtooth Software has created a number of powerful software solutions to help people conduct conjoint analysis. Below are three of our most popular solutions.
Choice-Based Conjoint (CBC)
Understand and predict consumer choices. Design, modify, and price products to improve market share and profitability. CBC is the gold-standard technique.
Adaptive Choice (ACBC)
Adaptive CBC can be a better approach than standard CBC for studies involving about 5 or more attributes, especially when the product or service involves a high-involvement purchase process. The survey tends to be longer than with CBC, but respondents find it more engaging and the results usually have higher precision.
Menu-Based Choice (MBC)
Menu-Based Choice is an advanced discrete choice modeling software for multi-check menu studies, including those involving bundling vs. a la carte choices. Includes logit and HB modules, plus simulations (including Excel simulation option).