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Conjoint analysis studies have attributes and levels.


Attributes are product features such as Brand, Color, and Price. Levels are degrees of attributes. Each attribute must have at least two levels (Red, Green).



Attribute levels should be short and specific, such as "6 kilos" rather than:


"5-7 kilos" (not specific enough)

"Tends to be somewhat heavy to carry with you" (not specific enough and excessive wording).


Choose attribute levels that can freely combine to display realistic product concepts.


Avoid too many levels for ordered attributes like price or speed. Three to five levels per ordered attribute are typically enough.

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