Conjoint analysis is used to help determine how people value different attributes (feature, function, benefits) that make up an individual product or service. This choice activity is thought to simulate an actual buying situation, thereby mimicking actual shopping behavior. The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent choice or decision making. A controlled set of potential products or services is shown to survey respondents and by analyzing how they make choices among these products, the implicit valuation of the individual elements making up the product or service can be determined. These implicit valuations (utilities or part-worths), can be used to create market models that estimate market share, revenue and even profitability of new designs.

See the following:

• Create a Conjoint Question
• Create a Conjoint Analysis

Create a Conjoint Question

To create a Conjoint question you select the Choice Based Conjoint question from the Basic Library and complete it. 

To add Conjoint:

1. Create a No Samples Questionnaire and add questions.
   
   
   
2. Select the Choice Based Conjoint question from the Basic Library, Choice Model Questions folder and click on the [+] to add it to your questionnaire.
   
   
   
   
3. Click on the Conjoint question to open the configuration window.
   
   
   
   
4. Click on [+ADD ATTRIBUTES] to add attributes that will be evaluated in the conjoint. Enter the Attribute Names.
   
   

   NOTE – A maximum of 25 attributes can be added. At least 1 attribute and 2 levels per attribute is required.

   
   
   
   
5. Click and hold the vertical ellipses [...] icon to drag and Reorder Attributes. Click on the red X to Delete Attributes.
   
   
   
   
6. Click on [+ADD LEVELS] to add the various specification levels for each Attribute. Enter the Level Names for each Attribute.
   
   

   NOTE – At least 2 levels are required per attribute. A maximum of 250 total levels (across all attributes) can be added. For example, 10 attributes with 25 levels each, 25 attributes with 10 levels each, or 2 attributes with 125 levels each.

   
   
   
   
7. Optionally, to add images click on the settings icon next to a level, then click on [ADD MEDIA]. See Add Media to a Question's Response. Click on the red X to Delete Levels.
   
   
   
   
8. Enter the question in the Question Text Box. Use the editing toolbar to format question text as desired.
   
   
   
   
9. Under the OPTIONS tab to the right, specify the Cards Per Trial, Trials Per Participant and available display options.
   
   

   Cards Per Trial – The number of product/concept cards to be presented in each trial of the conjoint. A minimum of 2 cards and maximum of 5 cards can be specified. Trials Per Participant – The number of various product/concept combinations to be presented for the conjoint. A minimum of 1 trial and maximum of 50 trials can be specified. Hide Attribute Labels – Hide the attribute labels that display to the left of the trial cards. Hide Progress Bar – Hide the progress bar that displays above the trial cards. Hide Navigation Buttons – Hide the [BACK] navigation button to prevent moving between trials and changing answers. Download Design – After the test is launched and the design is generate you can click on [DOWNLOAD DESIGN] to download the MaxDiff design to Excel. No Preference Mode: Forced Choice (No Preference Disabled) – Participants are not given a “No Preference” option in the choice set.  No Preference – Participants can select a “No Preference” option as part of the choice set. Optionally, edit the "No Preference" response label, as desired. Two-Stage No Preference – Participants are initially presented conjoint trials as a forced choice response. Once a selection is made a follow-up "would you really purchase the package selected above" question is asked. A "No" response is treated as a "No Preference" choice. The "Yes" / "No" responses can not be changed, but you can edit the question text, as desired. NOTE – When the Two-Stage No Preference option is enabled, under the Reporting tab is a No Preference Handling option to either Include or Drop (ignore) the No Preference responses in the analysis. 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.

   
   
   
10. Click anywhere off the window to close it. The question updates on the page.
    
    
    
    
11. Click on [PREVIEW] to review an example of how the question appears for consumers.
    
    

    NOTE – Not all possible level combinations will display in the preview.

    
    

    

    Click a card to select it as the answer choice, the card turns grey and automatically advances to the next conjoint trial. When enabled, the [No Preference] button is included below the trial cards. The blue progress bar below the question text indicates how many more trials to evaluate. Optionally, the participant can click the white [BACK] button to review or change their answers. Once all trials are complete, the conjoint question remains on the last trial and the participant can click the blue [NEXT] button to continue to the next question or submit the questionnaire.

    
    Alternatively, when the Two-Stage No Preference option is enabled:
    
    

    Click a card to select it as the answer choice, the card turns grey and the follow-up question is presented below. Choose [Yes] to confirm the answer choice or [No] to indicate a "No Preference" response. The question automatically advances to the next conjoint trial.  The blue progress bar below the question text indicates how many more trials to evaluate. Optionally, the participant can click the white [BACK] button to review or change their answers. Once all trials are complete, the conjoint question remains on the last trial and the participant can click the blue [NEXT] button to continue to the next question or submit the questionnaire.

    
    
    

12. When finished with the questionnaire, click on the X in the upper-right corner of a questionnaire builder to close it. If you have outstanding changes, you will be prompted to save. RedJade returns you to the Surveys page for the test.
    
    
    
13. When the test is Launched, the conjoint design will automatically build in the background. Once Launched the number of Attributes, Levels, Cards Per Trial, Trials Per Participant and No Preference Mode can not be modified. You can update the existing Attribute Names, Level Names, Level Images, No Preference Text, or display options as needed.
    
    

Create a Conjoint Analysis

To create a Conjoint Analysis:

1. From the main menu, select ANALYSES.
   
   
   
   
2. From the Analyses dashboard, search for the test and click on [VIEW].
   
   
   Under Topline Analysis a message displays to "Create a Conjoint Analysis to view the results" .
   
   
   
   
3. Click on [+ADD ANALYSIS].
   
   
   
   
4. From the Analysis Type drop-down menu, select Conjoint.
   
   
   
   

5. From the For Questionnaire drop-down menu, select the questionnaire to perform the analysis on.
   
   
   Click on [SUBMIT].
   
   
   

6. The Conjoint Analysis is added. Select the questionnaire under Conjoint Analysis to view the results.
   
   

   
   
   Relative Importance – Depicts which of the various attributes of a product/service is most or least important when making a purchasing decision.
   
   
   
   Utility – Depicts how much weight an attribute level carries with a respondent. Level values, or utility scores, measure how much each feature/specification of an attribute influences the customer’s decision.
   
   

   
   
   Alternatively, when the Two-Stage No Preference option is enabled, under the Table menu is the No Preference Handling option to either Include or Drop (ignore) the No Preference responses in the analysis. 
   
   

   NOTE – 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.

   
   
   
   

7. Click on Download Raw Data from the left sidebar to export the conjoint raw data in Excel.
   
   

   
   

   
   The raw data includes the conjoint design profiles served and the answer selected on each trial for each participant. When the Two-Stage No Preference option is enabled an additional column with the Two-Stage response is included.
   
   
   
   

8. Click the settings cog to view and modify Analysis Setting or to Delete Analysis.
   
   
   
   

9. Click the download icon to export the Conjoint Analysis to Excel. A Market Simulator tab is provided in the file. See Conjoint Market Simulator for further details.