Conjoint Analysis is an advanced market research technique that explains consumer behavior.  For example, conjoint analysis evaluates the value placed on certain features of a product or service such as price, size, color, convenience, etc.   Conjoint analysis also helps to understand the decision process of or rather trade offs made by a potential consumer among the various attributes that describe a product or service.

Adaptive Conjoint Analysis (ACA) is recommended to understand the key drivers of purchase and/or brand choice. It is used to measure the value consumers place on particular features in an effort to determine the likelihood of purchasing that product at a specific price. Conjoint analysis allows us to get a powerful snapshot into respondents’ buying tendencies. This technique also helps to determine:

Conjoint Analysis & Choice Modeling may be used in the following situations:

• New Product Development - Identifying the important features when choosing a product
• Product Enhancement - Measuring changes in preference when product features are changed
• Concept Optimization - What are the product features and messages that motivate consumers?
• Brand Equity - From which competitors will a product capture share?
• Positioning - What is the appropriate advertising/marketing message for a product, based on the feature preferences
• Behavioral Segmentation - Preference for certain product features among distinct consumer segments