Conjoint
Determine the ideal configuration of your product.
Discover what consumers truly value and simulate real purchase decisions to optimize pricing, attributes, and market share.
Simulate real purchase decisions and uncover genuine preferences
Conjoint is a research technique that accurately replicates the real-world consumer decision-making process. Participants are shown full product combinations with varying attributes and must choose between realistic options. This reveals trade-offs and the attributes that truly drive choice.
What is it for?
- What is the purchase likelihood of my product?
- What is the ideal price that maximizes acceptance and profitability?
- Which attributes are most valuable to my consumers?
- What pricing strategies can I implement to grow?
- How does my brand influence final decisions versus competitors?
- Which segments offer the greatest purchase opportunity?
Benefits
Simulate real purchases:
Avoid isolated “rational” responses and capture authentic choices.
Value each attribute:
Identify which features are decisive and which have minimal impact.
Define optimal price:
Determine how much consumers are willing to pay based on real combinations.
Anticipate market share:
Predict how your sales would perform against competitors.
Optimize product development:
Prioritize the attributes and configurations that maximize appeal and profitability.
How we conduct Conjoint at Lemon Ice
Realistic Decomposition
We evaluate products as complete packages, not isolated attributes.
Natural Trade-offs
We measure which attributes lose importance when others are prioritized—forcing choices like in real life.
Individual and Segmented Analysis
We use hierarchical Bayesian modeling to identify preferences by segment.
What-if Simulations
We project scenarios to test configurations, prices, and competitive launches.
FAQs
What types of products or services are suited for Conjoint?
Any category with comparable attributes: from FMCG and retail to financial services, apps, or tech.
Can I use Conjoint even if I don’t have a final product yet?
Yes. It works well in early stages by presenting hypothetical configurations (attributes, prices, formats) and simulating how the market would respond before investing in full development.
How many attributes and levels can be evaluated?
Typically 4–6 attributes with 2–4 levels each are recommended to avoid fatigue while ensuring robust results.
Can I include price in the analysis?
Yes, price can be treated as another attribute, allowing calculation of elasticity and optimal range.
How long does a Conjoint study take?
Usually 1 to 3 weeks, depending on the number of attributes, levels, and segments analyzed.
Can Conjoint be used to evaluate competitive scenarios?
Yes. We simulate “What-if” scenarios to compare your configurations with competitors and project market share.
How do I use the results of a Conjoint?
To prioritize key attributes, adjust pricing, optimize product configurations, and project sales impact before launch.
