Conjoint Analysis
Conjoint analysis estimates trade-offs from choices among product profiles.
Cheat sheet
Conjoint analysis estimates trade-offs from choices among product profiles.
What to check first
Define realistic levels and construct balanced choice tasks including a no-purchase option.
How to make the call
Pilot the highest-contribution bundle and avoid treating simulated share as observed market share.
AAPOR · Best practices for survey research · further reading for research & consumer behaviour
Indian practice case
Fictional scenario
A Pune broadband provider must choose between speed, installation fee and support hours.
Reveal the step-by-step solution
- Diagnose the problem.
Define realistic levels and construct balanced choice tasks including a no-purchase option.
- Work through the evidence.
Estimate part-worth utilities and simulate complete bundles. Use holdout tasks to check predictive fit.
- Recommend and validate.
Pilot the highest-contribution bundle and avoid treating simulated share as observed market share.
More Indian cases
Interview question
How would you use conjoint analysis to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Estimate part-worth utilities and simulate complete bundles. Use holdout tasks to check predictive fit. Pilot the highest-contribution bundle and avoid treating simulated share as observed market share.