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Rather than asking people for their rational opinions, the conjoint methodology focuses on presenting consumers with potential options and asking them what they would choose.

two girls in hats with shopping bags laughing

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. 

  1. When you need to understand consumers' decision-making.

    What is important in a product decision? Running a conjoint will help you understand which attributes such as price, brand, size, package, claims, features, etc. are most important and which levels within each attribute are most preferred.

  2. When you need to determine the impact of a market change.

    How would a change to a product attribute or the introduction of a new product impact the market? Conjoint will help you understand how market share or share of choice change when a new product is introduced or a level within an attribute is changed (ex: price increase, adding a feature, etc.).

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.