CatalystMR_Solutions

Conjoint Analysis

Conjoint Analysis via integration with Sawtooth

  • Designing new products
  • Re-designing existing products
  • Product line extension research
  • Estimating brand equity
  • Measuring price sensitivity (elasticity)
  • Optimizing employee compensation packages and workplace conditions
  • Branding and packaging
  • Sawtooth Software’s tools are the most widely-used conjoint analysis systems in the world

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Conjoint Models

  • CBC (Choice-Based Conjoint) [link]
  • ACBC (Adaptive Choice) [link]
  • ACA (Adaptive Conjoint Analysis) [link]
  • CVA (Traditional Full-Profile Conjoint) [link]
  • MaxDiff: Maximum Difference Scaling or Item Scaling [link]

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Over the last few decades, conjoint analysis has become the premier market research methodology for studying how buyers value the characteristics (attributes) of products/services and for predicting buyer behavior.

Conjoint analysis questionnaires ask respondents to evaluate realistic product profiles (described by multiple features) and to choose which they would buy. Such surveys are more realistic than traditional questionnaires that simply ask respondents which features they prefer or regarding the generic importance of attributes.

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