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Conjoint Analysis

Over the last few decades, conjoint analysis has become the premier market research methodology for studying how buyers value the characteristics (attributes) of products/services and for predicting buyer behavior. Perhaps the most valuable aspect of conjoint analysis is the strategic what-if market simulator.

Conjoint analysis questionnaires ask respondents to evaluate realistic product profiles (described by multiple features) and to choose which they would buy. Such surveys are more realistic than traditional questionnaires that simply ask respondents which features they prefer or regarding the generic importance of attributes.

Common business applications include:

• Designing new products
• Re-designing existing products
• Product line extension research
• Estimating brand equity
• Measuring price sensitivity (elasticity)
• Optimizing employee compensation packages and workplace conditions
• Branding and packaging

Sawtooth Software’s tools are the most widely-used conjoint analysis systems in the world. We have three main packages for conjoint analysis:

CBC (Choice-Based Conjoint)
ACA (Adaptive Conjoint Analysis)
CVA (Traditional Full-Profile Conjoint)

For more information about choosing an appropriate conjoint analysis method, we suggest reading Which Conjoint Method Should I Use? or using the interactive advisor.

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