Conjoint Analysis


Conjoint analysis (CA) is the most popular and precise statistical method to study consumer preferences. It allows to determine the best configuration for new or existing products/services. A researcher compares attributes of products to identify those that have the greatest impact on purchasing decisions. CA can be applied to a wide variety of categories of products or services at the stage of their creating or changing their current parameters.

Why use CA?

  • to select the optimal configuration of the product/service (price, package size, design, etc.)
  • to determinate the relative importance of individual attributes of products or services (by the power of influence on the choice when buying)

  • to forecast demand when changing product/service configuration parameters

  • to model the market segment (to distribute demand between the product and its competitive environment)

  • to identify consumer segments based on their preferences

Advantages of using CA with us

  • representation of the target audience by the maximum number of characteristics (including geographic)
  • thorough recruiting of representatives of the target audience

  • only experienced interviewers and moderators are involved in the data collection process

  • a simulator is being developed to visualize the results of Conjoint Analysis

  • the results of the research are presented at the office of the client company, if necessary

The advantages of CA have already been appreciated by


Other methods of research used by NAFI