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Market and Social Research > Conjoint Analysis / Stated Preference™

Conjoint Analysis / Stated Preference™

An MVA expertise in studying the real world situations whereby people do not simply choose for or against a single product or service – Stated Preference employs a statistical tool: CONJOINT ANALYSIS to study the trade-offs and choices amongst combination of products, services, or their relevant attributes.

Conjoint Analysis (aka Trade Off Analysis)

‘A research technique that aims to describe how consumers make complex decisions by assuming the decisions are based on a number of factors considered jointly (hence the name) and they trade off some factors for others. The technique requires participants to choose a limited number of attributes from a selection, thereby providing an indication of the importance attached to particular attributes’ (www.esomar.org)

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