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Choice-Based Conjoint

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Set up in hours

Do you want something fancy, easy to use, and affordable? Of course you do! Who doesn't want it all!

In reality consumers must make trade-offs; fancy features often make things a bit more expensive or complicated to use. Choice-Based Conjoint helps you discover which elements people truly lean on when forced to make a trade-off.

What you'll get
  • Attribute importance
    Discover which attributes have the most influence in respondents' choices.
  • Level sensitivity
    Click into each attribute to see how switching to a different attribute level will change the average preference share.
  • Market simulator
    Save up to 6 combinations to see how preference share is split among them.
  • Segmentation
    Discover how respondents cluster into different segments according to their conjoint preferences.
    Not available with Conjoint-Express mode.
Common applications

Product development

Set up your conjoint to test different versions of your own offering ideas against competitor offerings and see which configurations increase your preference share.

Price sensitivity

Include a price attribute to see how much more consumers are willing to pay for certain features.

Portfolio research

Compare new offering ideas to existing ones in your portfolio and identify the potential for cannibalization.

Market segmentation

Separate out respondents by the patterns in their preferences in order to identify different clusters of consumers—those who may value attributes and features differently.

It seems easy enough to ask consumers “How important is price?” or “How important is this feature”? But what do you do when consumers rate everything as most important?

Choice-Based Conjoint (CBC) puts respondents into a hypothetical shopping experience where it is normal to compare different offerings on a variety of attributes. Instead of thinking about the attributes in isolation, respondents must consider the whole package and make decisions as they normally would—including any unconscious trade-offs.

By having respondents complete a handful of these hypothetical decisions, CBC can determine the following:

    • Which attributes are most often driving decisions?
    • Which features (or levels) of those attributes are most preferred?
    • Which collection of features would yield the greatest preference share overall?
Best practices
  • Limit the number of attributes and features tested
    It is recommended to have a maximum of 7 attributes, each with a maximum of 6 features, for a manageable experience.
    Any more attributes and features can be overwhelming for respondents and may water down results.
  • Plan ahead for the simulator
    If you want to compare to competitor options, make sure their features are among those tested.
  • Introduce respondents to all options before they begin
    Include an instruction question - or two - so respondents can become familiar with the attributes and features they will be seeing.