CONJOINT ANALYSIS APPLICATION

The Conjoint Analysis methodology helps measure the importance that the client gives to every attribute of the product or service. The interviewee chooses the items of their preference from the ones available in the questionnaire, and classifies the one with the highest value and the one with the lowest.

In a conjoint assessment of a car, for instance, the interviewees must classify by order of importance the characteristics of the product, such as: price, color, make, optional elements, engine strength, tires, leather accessories, etc. As a result, the company will be able to identify which attribute has the highest value given by the client.

This methodology allows you to:

• Help in the selection of characteristics being offered in new products/services;
  


• Establish prices;
  


• Foresee levels of purchase or use;
  


• Try a new concept for the product;
  


• Determine the relative importance of the attributes;
  


• Identify the items that interfere in the customer's choice.
  

In addition to this, the conjoint analysis can be very useful in the creation of new products/services or in the re-modelling of existing ones.