Marketers love to get into the heads of their target group to learn what it is that moves them. Conjoint analysis facilitates this process like no other research method. Conjoint analysis can answer the following questions:
The answers are derived using a special interviewing technique where consumers are exposed to a choice-experiment. With the results of a conjoint analysis study the marketer can develop a vision on the market before the introduction or modification of a product or service. Compared to other research methods with the same objective, conjoint analysis is many times more effective, versatile and cost efficient.