Conjoint Analysis

Everything you need to know about Conjoint Analysis curated in one place!

What is Conjoint Analysis

Conjoint analysis can be explained as a powerful market research technique used to understand how consumers make decisions and evaluate different attributes or features of a product or service. By dissecting and analyzing consumer preferences, it helps businesses uncover valuable insights to drive effective decision-making processes.

Simply put, in conjoint analysis, respondents are presented with a series of hypothetical scenarios or product profiles that vary across multiple attributes. These attributes may include price, brand, design, features, or any other factors relevant to the product or service being studied.

Respondents are then asked to evaluate or rank their preferences among these profiles, providing researchers with data to estimate the relative importance of different attributes and their corresponding levels.

Conjoint Analysis: An Example

To illustrate the concept of conjoint analysis with a simple example, let’s consider a smartphone purchase decision. Assume you are in the market for a new smartphone, and you’re comparing three options: A, B, and C. Each smartphone has different attributes, such as price, battery life, camera quality, and storage capacity.

In a conjoint analysis, you would be presented with several hypothetical scenarios where these attributes vary across the options. For instance,

Scenario 1

  • Option A: $500, Battery Life: 10 hours, Camera: 12 MP, Storage: 64 GB
  • Option B: $600, Battery Life: 12 hours, Camera: 16 MP, Storage: 128 GB
  • Option C: $700, Battery Life: 14 hours, Camera: 20 MP, Storage: 256 GB

Scenario 2

  • Option A: $550, Battery Life: 12 hours, Camera: 16 MP, Storage: 128 GB
  • Option B: $600, Battery Life: 10 hours, Camera: 20 MP, Storage: 256 GB
  • Option C: $650, Battery Life: 14 hours, Camera: 12 MP, Storage: 64 GB

You would then be asked to rank or rate your preferences for these different scenarios. This way, by collecting data from multiple respondents, the analysis can identify which attributes and attribute levels have the greatest impact on consumers’ purchase decisions.

Based on the conjoint analysis survey example, businesses can make informed decisions. For example, they may discover that battery life is a crucial factor for consumers, followed by camera quality and storage capacity. This insight can guide product development, pricing strategies, and marketing efforts to better meet customer preferences and increase the chances of success in the market.

Case in point, conjoint analysis enables businesses to understand the trade-offs consumers are willing to make and make data-driven decisions, helping them create products and services that align with customer preferences and increase customer satisfaction.

Types of Conjoint Analysis

Now that we covered the definition and examples, let’s understand its types.

Remember that the choice of type to use depends on several factors, including the research objectives, the complexity of the product or service being evaluated, and the available resources. Here are some of the common types of conjoint analysis-

1. Choice-Based Conjoint (CBC) Analysis

This is one of the most widely used forms of conjoint analysis. Participants are presented with several hypothetical product or service profiles that vary in attributes and levels. They are then asked to choose their preferred option from each set of profiles. CBC analysis helps determine the relative importance of different attributes and estimate the utility consumers associate with each attribute level.

2. Adaptive Conjoint Analysis (ACA)

In ACA, the survey is customized for each respondent based on their previous answers. It starts with a few initial questions to identify the most relevant attributes and levels for the individual. As the survey progresses, it adapts to the respondent’s preferences, optimizing the efficiency of data collection.

3. Full-Profile Conjoint Analysis

In this type, respondents are presented with complete product or service profiles that include all attributes and levels. They are then asked to choose their preferred option. The full-profile conjoint analysis provides a comprehensive view of consumer preferences and allows for the estimation of part-worth utilities for each attribute level.

4. Choice-Based Menu (CBM) Analysis

CBM analysis is handy when there are lots of possible attribute combinations. Instead of making you sift through every single one, CBM Analysis shows you a smaller selection and asks you to pick your top choice. It’s a great way to lighten your load as a respondent while still gathering important preference data.

5. MaxDiff (Maximum Difference) Conjoint Analysis

This approach presents respondents with sets of options and asks them to indicate the most and least preferred option from each set. MaxDiff analysis is useful for understanding relative preferences among a larger number of attributes or levels.

What is it used for

Conjoint analysis is widely used in market research to understand consumer preferences, evaluate product features, and make informed business decisions. Here are some specific applications of conjoint analysis:

1. Product Development

Conjoint analysis in product development identifies desirable attributes and levels by designing surveys that capture respondent preferences. Analyzing the data helps estimate attribute importance, guiding decision-making and enabling businesses to create customer-aligned products for market success.

2. Pricing Strategy

Conjoint analysis informs pricing strategy by analyzing customer preferences, trade-offs, and price sensitivity. It involves selecting key attributes, defining levels including price points, and conducting surveys to elicit preferences. Insights gained guide pricing optimization, maximizing customer preference, profitability, and competitive positioning based on customer preferences and perceived value.

3. Market Segmentation

Conjoint analysis assists market segmentation by identifying customer preferences, creating distinct segments, and enabling targeted marketing strategies and product customization based on those preferences.

4. Competitive Analysis

Conjoint analysis aids competitive analysis by uncovering customer preferences, benchmarking against competitors, assessing perceived value, pricing strategies, market differentiation, and informing strategic decision-making. It identifies influential attributes, compares products, understands price sensitivity, and guides positioning.

5. Brand Positioning

Conjoint analysis aids in brand positioning by providing insights into attribute importance, competitive benchmarking, brand differentiation, perceived value, target market alignment, and strategic decision-making. It helps identify key attributes, compare with competitors, differentiate the brand, assess perceived value, align with target markets, and make informed decisions.

What Are The Stages Involved in Conjoint Analysis

Conjoint analysis is a powerful research method used to understand consumer preferences and decision-making processes. By dissecting the attributes and levels of a product or service, it allows businesses to gain valuable insights into customer preferences and make informed strategic decisions. The process of conducting conjoint analysis involves several stages, each playing a crucial role in extracting meaningful data and actionable insights.

1. Study Design

In this initial stage, researchers define the research objectives, select the target market, identify relevant attributes and their levels, and determine the experimental design for the conjoint study. This stage involves carefully planning the study to ensure valid and reliable results.

2. Data Collection

Once the study design is in place, data collection takes place. Respondents are presented with different scenarios or product profiles that vary in attribute levels. Their preferences are measured through rating, ranking, or choice tasks. The data collected at this stage forms the basis for analysis.

3. Analysis

The collected data is then analyzed to estimate the relative importance of attributes and levels, assess the utility or value associated with each attribute level, and derive insights into customer preferences and trade-offs. Various statistical techniques such as regression analysis or choice models are employed to analyze the data.

4. Interpretation

In this stage, the results of the analysis are interpreted to gain insights into customer preferences and decision-making. Researchers explore the implications of the findings and make recommendations based on the outcomes of the analysis.

5. Decision-Making

The final stage involves using the insights from the analysis to inform decision-making processes. These decisions may relate to product development, pricing strategies, market segmentation, brand positioning, or other strategic initiatives. The goal is to leverage the insights gained to make informed and data-driven decisions that align with customer preferences and drive business success.

What Are The Advantages of Using Conjoint Analysis

Conjoint analysis helps a business to uncover crucial data about its target market and customer preferences. Multiple features are presented to respondents and broken down to get the feature that appeals the most to customers. There are many benefits of employing conjoint analysis to data.

1. Measure Customer Preferences

Conjoint analysis allows businesses to determine individual customer preferences by presenting different product features and evaluating trade-offs. These trade-offs mirror real-life purchasing behavior, providing valuable insights into the factors that resonate most with consumers.

2. Improved Decision-making

Conjoint analysis provides valuable insights and conclusions that enhance decision-making processes and strategy development. By identifying areas that require attention, businesses can improve existing features or introduce new ones based on customer preferences, resulting in better-informed decisions.

3. Product-Market Fit Analysis

Conjoint analysis helps organizations assess whether their products align with market needs and meet customer expectations. Understanding product-market fit is crucial to avoid launching misfit features that offer little value to customers, ensuring products resonate with the target market.

4. Assess Brand Value

Conjoint analysis enables companies to evaluate their brand’s position relative to competitors. By identifying recurring preferences for a particular brand, businesses gain insights into brand value and perception in the market, informing brand positioning strategies.

5. Resource Allocation & Management

Conjoint analysis assists in evaluating brand equity and understanding its impact on market share. This information allows companies to allocate resources more effectively by eliminating superfluous features and focusing on what appeals most to their audience. This optimization leads to cost savings, improved sales, and resource management.

6. Informed Brand Adjustments

Conjoint analysis is particularly valuable for brands considering product and service enhancements or revamps. By thoroughly assessing the potential impact of changes, even minor ones, businesses can make informed decisions to avoid detrimental effects on market value.

SurveySparrow as your Conjoint Analysis Tool

Intuitive Survey Creation

SurveySparrow’s user-friendly interface makes creating conjoint analysis surveys a breeze. With its intuitive survey builder, you can quickly design surveys that capture the necessary attribute combinations and levels, ensuring accurate data collection for your study.

Flexible Attribute Customization

SurveySparrow enables easy customization of attributes to align with your research objectives. Whether you’re studying product features, pricing options, or service characteristics, you can effortlessly define and modify attributes and attribute levels within the platform.

Advanced Analytics and Reporting

SurveySparrow provides powerful analytics and reporting features to derive meaningful insights from your conjoint analysis data. With detailed reports, you can make informed decisions and drive your business strategy forward.




Seamless Collaboration

SurveySparrow facilitates seamless collaboration among team members during projects. You can invite team members, share access to surveys and reports, and collaborate in real time, ensuring efficient data analysis and decision-making.

Integration and Data Export

SurveySparrow integrates with popular data analysis tools, making it easy to export conjoint analysis data for further analysis. You can export data in various formats, such as SPSS or Excel, allowing you to integrate it into your existing research workflow seamlessly.


Conjoint analysis is employed by numerous companies across industries such as technology, consumer goods, healthcare, and automotive. Companies like Microsoft, Procter & Gamble, and Johnson & Johnson use conjoint analysis to gain insights into customer preferences and enhance their decision-making processes.
Conjoint analysis is calculated using mathematical models like regression analysis or choice modeling to estimate attribute importance, utility scores, and part-worths. Advanced statistical software is used for these calculations to derive actionable insights for decision-making.
The sample size for conjoint analysis varies depending on factors like complexity, number of attributes, and desired precision. Typically, a minimum of 100 respondents is recommended for reliable results. However, more complex or targeted studies may require larger sample sizes for statistical validity.
Designing a conjoint study involves defining attributes and levels, designing the survey questionnaire, collecting data from respondents, and analyzing the data to determine attribute preferences and their impact on decision-making.
The first step in the procedure of conjoint analysis is to define the attributes and levels that will be included in the study.

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