Conjoint Analysis

What is this method about?

An advanced complex research method that identifies and analyzes which attributes of a product/service are the main drivers when customers choose between multiple options that have different attribute configurations. The method presents these differently-configured options to customers and surveys them to determine how they made their choice.

Why use it

This method helps to focus product/service design and development on attributes or features that are most important to customers—providing these teams with specific customer feedback that can guide design decisions involving difficult-to-measure trade-offs between different attributes.

When should I use it?

Whenever there is a need to refine, refocus, or revitalize product/service offerings. Although this method is typically used to analyze existing offerings, it can also be useful when developing new product/service concepts.

What you get

Research results will identify the primary drivers that motivate customer choices. Design and development teams will gain an understanding of which product/service attributes are most important to customers. Research results will be used to help guide the refinement or development of future product/service offerings.

At a glance

• Time: Long
• Effort: Medium
• Cost: Medium

Materials

• Sticky notes (for team activities)
• Whiteboard
• Markers and felt-tips
• Software for conducting the research
• Statistical software for results analysis

Who is involved

• Product Manager
• Product Designer / Service Designer
• CX Researcher
• Customers (Research subjects)