When is conjoint useful?
The essence of a conjoint is a recognition that all choices are contextual: buying one item is also a decision to not buy a different item. It captures System I (subconscious) decision-making factors as it doesn’t force consumers to explain their decision criteria.
The benefits of conjoint
Visualize what drives choice
Conjoint provides easy to understand visualizations of key attributes (eg: brand) driving the choice of a product and how different levels are valued within each attribute (eg: Coke vs. Pepsi)
Model different behaviors
Conjoint delivers an easy-to-use online simulator that allows end-users to model different scenarios to see the impact on share of choice and revenue
Actionable learnings
Conjoint provides actionable learnings than can influence a variety of functions including product development, R&D, communications, strategy, marketing and pricing
Our perspective on conjoint
We've been conducting conjoint exercises since its inception more than a decade ago. Conjoints can range from being simple (standard interface, no prohibitions across attributes) to very complex (custom web developed interface, prohibitions across attributes). Based on our experience, we believe that attributes and levels should be confined to including only pertinent factors as the conjoint interface needs to be simple enough for consumers to digest. An overwhelming number of attributes/levels will result in lower predictability and less attention paid to attributes which are intuitively less important.