Conjoint analysis guides

Choice methods

• Choice-Based Conjoint (CBC)How a choice-based conjoint study (discrete choice experiment) works: when to use it, recommended study sizes, design diagnostics and how choices become part-worth utilities.
• CBC ShopChoice-based conjoint presented as an online shop or store shelf: when to use it, the shop display settings, recommended study sizes and the design diagnostics.
• Dual-Response CBC (DR-CBC)Dual-response choice-based conjoint explained: the Integrated and Two-Block modes, how large the study should be and how the buy or no-buy answer becomes a None utility.
• Best-Worst CBCBest-worst choice-based conjoint explained: when to use it, what the evidence says, how large the study should be and how best and worst choices become part-worth utilities.
• MaxDiffWhat MaxDiff is, when to use it, recommended study sizes with sources, and how best-worst choices become individual preference scores.
• Anchored MaxDiffWhat Anchored MaxDiff adds to best-worst scaling: calibration settings, recommended study sizes, the evidence on anchoring methods and how relative scores become absolute.

Estimation and segments

• Hierarchical BayesHow to estimate individual-level preferences with Hierarchical Bayes: every estimation setting, how to read the results and the method behind it.
• Latent Class AnalysisHow to discover and profile consumer segments with finite mixture models: every setting, how to read the results and the method behind it.
• AI-Driven Profile AnalysisHow to find profile-driven preference differences with neural-embedded discrete choice models, Hybrid TasteNet and Neural-HB MAP: settings, results and method.
• Interaction SearchHow to detect and interpret attribute interaction effects in conjoint data: every setting, how to read the results and the method behind it.
• Auto-SegmentHow to discover consumer segments automatically with decision tree analysis on conjoint utilities: a practical guide with methodological background.

Market simulation and pricing

• Market SimulationHow to simulate competitive markets and predict product shares from conjoint utilities: a practical guide with methodological background.
• Willingness to PayHow to measure the monetary value of product features with conjoint analysis: a practical guide with methodological background.
• Reservation PriceHow to estimate the maximum price consumers would pay for a product configuration: a practical guide with methodological background.
• Price ElasticityHow to measure and interpret price sensitivity with conjoint-based market simulation: a practical guide with methodological background.
• Sensitivity AnalysisHow to measure the impact of attribute changes on market share: a practical guide with methodological background.
• Persona SimulationHow to predict preferences for synthetic profiles by setting demographic and attitudinal covariates: a practical guide with methodological background.
• MaxDiff Simulation and TURFHow MaxDiff scores become item rankings, share of choice, optimal assortments with TURF and absolute purchase probabilities.

Building the survey

• Survey Question TypesEvery question type and its settings, from a simple text page to Market Research pricing questions, quotas and display logic.
• Custom HTML QuestionsHow to build custom survey questions with HTML, CSS and variable capture, and what is allowed and blocked.