The Conjoint Market Simulator allows you to simulate how participants would likely react to different package offerings in the market and to try and understand and quantify the customer behavior to various changes among products available in the market. For example, perhaps a size change wouldn’t bother customers, but the price of the item drastically changes their decision. This helps you understand what trade-offs customers are willing to make.


You can adjust the simulator to see the impact each package offering has in comparison to each other. As you adjust the packages you will see the preference shares adjust. Packages with a higher preference share are more favorable. The greater the contrast between packages, the better.


SEE ALSO – Choice Based Conjoint for further details about setting up a conjoint questionnaire an analysis.



To work with the simulator:

  1. Create a Conjoint Analysis and download the results. Select the Simulator tab.


  2. Under PRODUCT MARKETPLACE, an “optimal” package (A) along with two other randomly selected package offerings (B and C) are presented by default. The “optimal” package uses the highest utility scores of each attribute, assuming respondents are most likely to select that as their preferred choice.
    • Select different features for each package by clicking the cell and changing the selection in the dropdowns.
    • To compare more than three packages, click the Exclude cell and change the selection to Include. Likewise, to remove a package click the Include cell and change the selection to Exclude.
    • A Utilities chart with all utility scores from the conjoint analysis is provided to help make selection choices for each package.


    In addition to relative preference scores for all levels tested, when a No Preference option is enabled the simulator will include a preference share for None that will measure Participant's tendency to select none of the alternatives. When the Two-Stage No Preference option is enabled, the No Preference Handling option can be set to either Include or Drop (ignore) the No Preference responses in the analysis and simulator. When Include is selected the simulator will include a preference share for None. When Drop is selected the simulator will drop the preference share for None.


  3. Under PREFERENCE SHARES, the percentage below each package will change as you make adjustments to the number of packages or what’s included in each package, indicating the percentage of participants that would prefer each of the included options. This percentage is the Preference Share.

    The Preference Share is the share of total preference being created by the packages being tested in the simulator. The better performing a package will be for your customers, the more preference share it will have.