So you want to know how important the colour of a vehicle is to consumers compared to its engine performance, and you’re suspecting that consumers won’t be able to answer this question.
You might be right, but we can take a closer look at this relation: conjoint techniques reveal the subjective importance consumers attribute to individual features of the product. Instead of asking consumers directly how important individual features are to them, we use an algorithm to derive the significance of individual components from their overall decisions for or against a specific product.
Consumers are repeatedly presented with a range of specific product configurations that they have to decide between. These decisions are always made generally either for or against a specific product. We can determine the importance of individual components afterwards by applying a mathematical calculation based on the collected data.
Conjoint analyses reflect the consumer’s decision processes in an ecologically valid manner: even in a real purchase situation, consumers must make a decision between products or services as a whole – a process in which they consider the product’s various features more or less consciously.
When planning a conjoint study, it is essential to make sure the research question is suitable. While conjoint studies offer a broad variety of possibilities and insights, their application also has its risks.
Do you want to analyse the subjective importance that your product’s individual features have for consumers? We can help you by conducting conjoint analysis (ACA, CBC, ACBC, MBC). And we look forward to hearing from you!