Conjoint Analysis Solution

It is often difficult to accurately determine the relative importance of certain attributes belonging to a product, service, or communication message.

For instance, when asked which attributes are the most important ones, responses may indicate that they are all important. In addition, individual attributes considered in isolation are perceived differently than when combined in a product, service, or communication message.

A better way of measuring an attribute's contribution is to present combinations of attributes as concepts, visualized as different products, services, or communication messages. However, the challenge is that often there are numerous possible attributes which can generate a very large number of possible combinations.

Conjoint Analysis can facilitate a business’ search for the optimized product, service, or communication message. Conjoint Analysis as a methodology allows for a subset of the possible combinations of attributes to determine the relative importance of each individual attribute in a decision making process.