Exciting new conjoint options, via the web

Ray Poynter

Over the last few years there have been tremendous advances in the world of conjoint analysis in terms of software, mathematics, topics considered, and approaches.

Exciting new conjoint options, via the web

Ray PoynterMillward Brown IntelliQuest

HOW WE GOT HERE

Conjoint developed out of a need to know what features a respondent wants and how much he wants them. A manufacturer can offer many features, all with differing costs associated. The key research question was to determine which features generate sufficient consumer benefit to justify the manufacturer's investment (i.e. providing ROI – Return On Investment).

For example, most motorcar owners, presumably, want greater road safety, but most are not willing (or perhaps able) to compromise on price, running cost, and design in order to...

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