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Understanding the Value of Conjoint Analysis (2009)

This paper (a chapter from the book Getting Started with Conjoint Analysis) illustrates how conjoint can be used to provide managers strategic marketing information that is intuitive and actionable. It explains how Choice-Based Conjoint (CBC) can be used to measure brand equity and determine brand sensitivity. The article focuses on how to get managers to "buy in" to conjoint, and some pitfalls to avoid when presenting conjoint data.

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Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

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Getting Started with Conjoint Analysis

New to conjoint analysis? Pick up a copy of Bryan Orme's best-selling book today!

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