Research Topics:

Conjoint Analysis/Trade-Off Analysis | Data Analysis | Software-Conjoint Analysis

Content Type:

Glossary

Conjoint Association Definition

A moderation technique in which participants are asked to choose between two hypothetical products or services, each of which has different attributes. The objective is to stimulate discussion about the various attributes in order to gain insight into the relative value of each.

Conjoint association and analysis is designed to illustrate how customers make choices, as well as to determine the preferences and importance they assign to product or service attributes. This process simulates real-world purchasing decisions by presenting respondents with hypothetical product profiles, then analyzing their preferences based on the combinations of attributes presented. This analysis permits businesses to decode customer preferences and quantify the value they place on various attributes. This method differs from traditional types of surveys because the surveys often fail to capture the complex trade-offs customers make when choosing products or services.

Who relies on conjoint association?

Marketing professionals, product managers and market researchers use conjoint association because it allows them to see how customers perceive the value of various features and attributes in a product or service. This insight can guide product design, pricing strategies and market segmentation.

Why should I care about conjoint association?

Conjoint association and analysis helps marketing professionals to understand which product and service attributes customers find most appealing, which pricing strategies might work best and how products and services can be enhanced to better meet customer demands.