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Conjoint Analysis

Conjoint analysis is one of the most widely-used quantitative methods in Marketing Research. It is used to measure preferences for product features, to learn how changes to price affect demand for products or services, and to forecast the likely acceptance of a product if brought to market.
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Common applications include:
  • Designing new products
  • Product line extensions
  • Estimating brand equity
  • Measuring price sensitivity (elasticity)
  • Branding and packaging


Our powerful conjoint analysis software:

Discover, our web-based survey authoring platform, allows you to create basic Choice-Based Conjoint exercises that help you model consumer choices. While not as robust as the Lighthouse Studio: Choice-Based Conjoint, it may be sufficient for your needs.
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Lighthouse Studio, our Windows-based survey authoring platform, is the premier tool to use to help you understand and predict consumer choices. With this software, you can design, modify, and price products to improve market share and profitability. CBC is the gold-standard technique.
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Adaptive CBC can be a better approach than standard CBC for studies involving about 5 or more attributes, especially when the product or service involves a high-involvement purchase process. The survey tends to be longer than with CBC, but respondents find it more engaging and the results usually have higher precision.
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Menu-Based Choice (MBC) is advanced discrete choice modeling software for multi-check menu studies, including those involving bundling vs. a la carte choices. Includes logit and HB modules, plus simulations (including Excel simulation option).
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With 30 years in business and thousands of users worldwide, Sawtooth Software is the consensus leading provider of conjoint analysis software. Companies like Procter & Gamble, Google, General Motors, General Electric, and Microsoft use our software and have presented case studies and success stories at our popular research conferences.

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Read: What is Conjoint?  Read: Which Conjoint Method Should I Use?   Interact: CBC Demonstration