Conjoint Analysis: A Market Researchers’ go to Statistical Model

Commercials do really bother me sometimes.

This year's T-Mobile's Super Bowl ad is a perfect example — "What's for Dinner?" shows the angry process of deciding what to do for a young couple at dinner, and its gold.

Thanks to their market research, the reason T-Mobile 's ad was so relatable is. They looked at what their target markets wanted — including their thought processes, what drives their choices and the trade-offs they 're willing to make for their goods.

Most organizations use conjoint research to achieve all of these essential factors in one go.

So, what is conjoint analysis?

Conjoint analysis is a technique in market research that tests where consumers put interest on a product or service. Conjoint analysis, a popular technique, incorporates practical hypothetical scenarios to assess purchase decisions in a survey.

Just think about buying a new phone. Colour, size and layout are features you may consider. Analysis such as conjoint analysis is the reason why telecommunications companies use such specifications in their marketing.

Will customers purchase this product or service if it were put into the market? This is the conjoint study of the problem this seeks to answer. For market research it is a quantitative test, meaning that it tests statistics rather than open-ended questions. Questions on the telephone company survey may include price points, preference for colours and consistency of the image.

Conjoint-analysis surveys are formatted to reflect the purchaser's journey

For example, consider for televisions in this case, the specs are the choices and the user choose what best fits his lifestyle:

This clear approach of enabling customers to analyse several profiles is how the name of the joint study was given to them. Such answers are useful when deciding whether a new product will be advertised.

If the answers on the telephone company survey indicated that their target group of adults aged 18-25 desired a $400-600 green telephone and a portrait-mode camera, ads would cater for that directly.

The joint research reveals what customers are willing to give up with the intention of getting what they need. Of example, if their choice is wider text, some may be willing to pay a little more money for a larger model of a phone.

Different types of Conjoint Analysis

The two key forms of conjoint analysis are the Choice-based Joint (CBC) and Adaptive Conjoint Analysis (ACA).

The most popular method of preference is that it requires customers to imitate their purchasing habits. ACA is helpful when developing a product, providing more information about product specifications.

Choice-based conjoint research questions are usually posed in a "Would you rather?" format, such as "Do you prefer to take a ride-share service to a place 10 minutes away for $13 or 30 minutes’ walk free? "The ride-share company marketer might use answers from this question to think about the upsides of different promotions to show off.

For its attribute-based queries, ACA turns to a Likert-scale model (most likely to be least likely). Respondents may base their choice on specs by demonstrating how likely they are to buy a product with minor variations — for example, identical cars with different doors and fabricants.

Examples of Conjoint Research

Sawtooth Software gives a perfect example for a phone company of conjoint analysis:

The study positions three separate telecommunications systems opposite each other. The model's horizontal column defines the service a specific system provides, represented by the vertical values. The bottom row shows a percentage representation of customer preferences.

Conjoint analysis is not limited to items currently in use. They 're always very helpful in finding out if it's worth designing a whole new product. Of example, if polls show that audiences are in the concept of an app that selects clothes of customers, it might be a potential venture for clothing businesses in the future.

It's essential to remember — you will need to identify a list of attributes for your product when conducting a conjoint review. Typically, the attributes are 4-5 things which define your product or service. Include colour, scale, weight, and market-specific attributes when selling cameras, such as lenses.

In fact, try to keep the desired respondents in mind. How would you like to answer a questionnaire? An Adult Men's Group? A working mother groups? Identify your pool of respondents, and ask relevant questions for that target audience.