Conjoint analysis has been a great success story for the marketing research industry. This paper outlines its development from the late 1960s through today. The earliest conjoint analysis approaches were based on either full-profile card sort, or Johnson's tradeoff matrix. Later, Adaptive Conjoint Analysis and discrete choice (CBC) applications dominated. The use of CBC accelerated in the 1990s due largely to the introduction of CBC software in 1993 and the development of HB methods in the mid to late 1990s. The author states: "Much of the recent research and development in conjoint analysis has focused on doing more with less: stretching the research dollar using IT-based initiatives, reducing the number of questions required of any one respondent with more efficient design plans and HB (“data borrowing”) estimation, and reducing the complexity of conjoint questions using partial-profile designs." Since 2000, there has been increased interest in the use of optimization routines, greater realism (including "virtual shopping" environments) and real-time adaptive CBC routines.