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Getting Started with Conjoint Projects

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Qtip: Conjoint Projects are an additional purchase. Please contact your Account Executive if you are interested in learning more about this product.
Qualtrics Conjoint projects let you get to the core of your customers’ Product Experience. Our choice-based model allows your respondents to provide feedback so you can easily narrow down the types of packages and products you should offer.

What is conjoint analysis?

Conjoint analysis is a market research technique used to identify consumer preferences and evaluate the product trade-offs they would make. It is a method used across industries to understand the perceived importance and preference for each feature within the product or service.

Conjoint analysis presents a respondent with a combination of choices in a package and analyzes their discrete choices. Their selections are then used as a reference point for the optimal package you should offer.

Example: Let’s say we’re trying to decide the duration and location of a company retreat to the Caribbean. Instead of just asking the duration or location respondents want their vacation to be, we ask if they’d prefer a week-long trip to the Bahamas, or a 5-day trip to Bermuda. We then ask their opinion on more combinations to gauge what trip would most appeal to the majority of the attendants and what is driving that appeal.

When is conjoint analysis used?

Conjoint analysis is most frequently used for enhancing product development and feature prioritization. It is also the premiere survey methodology for estimating price sensitivity and how cost influences customers’ purchasing decisions.

Conjoint analysis can also be used outside of product experience, such as to gauge what employee benefits to offer, determining software packaging, and marketing focus.

Ultimately, conjoint analysis can be a great fit for any researchers interested in analyzing trade-offs consumers make or pinpointing optimal packaging.

Steps for Creating a Conjoint Project in Qualtrics

These Getting Started pages will guide you on how to conduct a choice-based conjoint analysis in Qualtrics.