Introduced back in the 1970s as a market research tool, the conjoint analysis, also known as the "conjoint measurement", is used to develop products that are ideally aligned with customer needs. Over the last few years, the conjoint analysis has become an increasingly popular method in online market research. It helps to identify which combinations of features a product or service needs to have to create maximum customer benefit and thus generate the highest purchase motivation.
In both saturated and emerging markets, the conjoint analysis helps to optimise product concepts and tailor them to consumer needs, whether domestic or corporate. It has the advantage of being very realistic, since customers are asked to assess the products and services in their entirety. This kind of assessment is similar to a real-life purchase decision, where the consumer has to weigh up various alternatives.
Application areas of the conjoint analysis:
In practice, there are two main conjoint analysis methods: Choice-Based Conjoint Analysis (CBC) and Adaptive-Conjoint Analysis (ACA). Each method is associated with different strengths and weaknesses. Depending on the client's requirement and area of interest, we select the most appropriate method for the specific situation. Rogator chooses the conjoint solution that offers the closest fit with your needs to provide specific information to help you position your product in the market as effectively as possible. We look forward to discussing this in detail with you.