Making conjoint behavioural

Traditional choice-based conjoint methods are based on an unrealistically rational model of consumer decision-making.

IJMR New Writer Award finalist: Making conjoint behavioural

Leigh Caldwell

The Irrational Agency

Conjoint and the behavioural challenge

Conjoint analysis has been a trusted tool of market researchers for decades. Since being developed in the 1960s by Paul Green (Green & Rao 1971), and refined with choice-based conjoint and adaptive conjoint (Johnson 1987) in the 1970s and 1980s, it has provided the ability for researchers to measure the value placed on product attributes by respondents.

The algorithms used in conjoint are elegant and statistically robust – but unfortunately they are measuring something that doesn’t exist. One of the developers of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands