Conjoint Research

Conjoint (trade-off) research is an advanced method of quantitative research used widely in product marketing, sales messaging, and branding studies. It measures the tangible value of key product features and can show the effect of changes to product features and pricing on customer demand. Rather than focus on what customers say they want, conjoint research looks at the choices customers actually make when faced with realistic purchase options.

Respondents are asked to complete a series of choice tasks, to pick the most attractive combination of product features and pricing from several options. Choice tasks are carefully designed to allow respondents to weigh each product feature (attribute) independently, and to make trade-off decisions between features. This simulates how customers choose between different products in the real world, and allows us to calculate the value of each feature or attribute and its effect on respondents' purchase decisions. This data can then be used to create "what-if" scenarios for testing changes to price, features, branding, etc.

With proven, cutting-edge research methods, industry expertise, and a deep understanding of customer requirements, NewGrowth's expertise and experience helps you deliver winning products and services to the market.