Conjoint modelling

Main aspects

  • Conjoint, or trade-off techniques quantify the importance of each of the features of a product or service, identifying the 'drivers' and the 'non-drivers'. These measures of importance are called utilities.
  • Conjoint is a topic in itself. There are a number of methods, among them:
    • Traditional 'full profile' - usually pen & paper
    • ACA (Adaptive Conjoint Analysis) - CAPI/WI
    • CBC (Choice Based Conjoint) - usually pen & paper/CAPI/WI
  • Utilities can be used to simulate hypothetical products and calculate preference shares