Create and carry out conjoint analysis quickly and easily online with QuestionPro. An application example.

Use QuestionPro to determine the best combinations of characteristics for your products and services in just a few steps using the predefined question set “Conjoint Analysis”

Definition: What is a conjoint analysis?

Conjoint analysis, a method for determining the influence of individual characteristics on something as a whole, originally comes from the field of psychology and was developed in the 1960s by the psychologist Duncan Luce and the statistician Jon Turkey. Paul Green and Seenu Srinivasan finally introduced conjoint analysis to market research to determine preferred combinations of features of products and services. In very simplified terms, test subjects are presented with different product properties and features that have to be evaluated in different combinations. In the course of the evaluation, a combination of features preferred by the test subjects emerges. The conjoint analysis can be carried out completely online using the web-based market research platform QuestionPro, with a predefined set of questions for which you don't have to do any complicated programming or scripting. You just add the different characteristics to the question set, QuestionPro does the rest fully automatically for you!

Conjoint analysis in implementation

In order to determine the optimal combination of product features and to determine price sensitivity, test subjects are presented with different product features in different combinations of words and images during conjoint analysis. These features include the price, color, packaging, material, product name, possible sources of supply, logo, etc. The test subjects should evaluate the different combinations, i.e. name their preferred combination of features that a product should have. At the end of the study, it should ultimately be determined which of the combinations of individual characteristics enjoys the highest affinity among the test subjects and for which combination the greatest possible gain can be assumed.

Create a conjoint analysis with QuestionPro – without any additional programming!

You create the research design for the conjoint analysis and the data entry masks for preference selection by the test subjects in the form of an online survey questionnaire using the integrated WYSIWYG questionnaire designer from QuestionPro. Creating the questionnaire is very simple and intuitive. You can create as many layers as you want for your conjoint analysis and embed images and graphics, even videos. When you have finished creating the conjoint analysis, you can either embed the complete analysis on a website or distribute the analysis URL that the system automatically creates by email. Integration into social media platforms such as Twitter or Facebook is also possible. Of course, the conjoint analysis can also be carried out offline using a tablet PC, for example in the form of an interview.

Example of a conjoint analysis:
A new type of pasta is about to hit the market!

Using this simplified application example, we would like to show you how conjoint analysis works. First, you use the questionnaire editor within QuestionPro to create the different partial aspects of an entirety, i.e. a product, a service or an assortment, which are to be compared with each other in different combinations. In our conjoint analysis example, a new type of pasta for physically active people is to be brought onto the market. We choose the following aspects for our conjoint analysis: price, variety, pack size, type of grain, logo and product name. We enter these partial aspects into different levels within the questionnaire editor:

Representation of combinations of features in words and pictures

The combinations of features are now presented to the subjects in different variations, and the preferred variations are marked by the subjects. You can choose how many combinations of characteristics your test subjects should evaluate per round. The number of passes can also be freely defined. Graphics depicting the products and product features in different design designs can be viewed and evaluated. This means that the visual aspect of the conjoint analysis is also completely covered.

Evaluation of the conjoint analysis

To evaluate the conjoint analysis, QuestionPro generates reports fully automatically, for example on attribute importance, attribute relevance and preferred profiles. In addition, the evaluation of the conjoint analysis includes a market share simulation and a representation of price elasticity.

Display of attribute importance within the conjoint analysis evaluation module. Attribute importance is also called relative importance. It shows which attributes of a product or service are more or less important when making a purchase decision.

Representation of attribute relevance.

Display of the preferred profile. The best profile is always displayed on the left and the worst profile on the right. In between, you can select a custom profile to see how it compares to the best and worst profiles.

Presentation of price elasticity. Price elasticity measures the response of the quantity demanded of a good to a change in price. It is calculated as the percentage change in quantity demanded or supplied divided by the percentage change in price.

Conjoint analysis: Example a real-time evaluation

So that you can get an idea of ​​how QuestionPro can support you in creating and carrying out a conjoint analysis, we have developed an example for you. If you play through this example completely, you will get to the evaluation. → Here you will find an example of a conjoint analysis with real-time evaluation 

Download: Free eBook on conjoint analysis

Download the free eBook on conjoint analysis “The Hacker's Guide to Conjoint Analysis” now. The eBook is available in English. → You can download it here.

Conjoint analysis software Try 10 days for free

Do you have questions about conjoint analysis? Simply contact us using our contact form. We look forward to speaking with you! If you would like to create and carry out a software-supported conjoint analysis yourself or would like to test our tools for carrying it out, please contact us! We would be happy to support you in the development. Test QuestionPro now in the full version for 10 days free of charge and without risk with all functions!

1:1 online presentation:
Carry out conjoint analysis quickly and easily with QuestionPro

Arrange an individual appointment now for a 1:1 online presentation on creating and carrying out a conjoint analysis with QuestionPro.

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