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Conjoint/Choice Analysis

Over the last few decades, conjoint/choice analysis has become the premier market research methodology for studying how buyers value the characteristics (attributes) of products/services and for predicting buyer behavior. Perhaps the most valuable aspect of conjoint analysis is the strategic what-if market simulator.

Conjoint/choice analysis questionnaires ask respondents to evaluate realistic product profiles (described by multiple features) and to choose which they would buy. Such surveys are more realistic than traditional questionnaires that simply ask respondents which features they prefer or regarding the generic importance of attributes.

Common business applications include:

  • Designing new products
  • Re-positioning existing products
  • Product line extensions
  • Estimating brand equity
  • Measuring price sensitivity (elasticity)
  • Optimizing employee compensation packages and workplace conditions
  • Branding and packaging

Sawtooth Software’s tools are the most widely-used conjoint analysis systems in the world:

Classic conjoint analysis systems (not as widely used anymore):

For more information about choosing an appropriate conjoint analysis method, we suggest reading Which Conjoint Method Should I Use? or using the Interactive Advisor.

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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