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Structured Instrument
Generic Conjoint Analysis
Respondents evaluate multiple hypothetical product profiles, each combining different features and levels but excluding brand, and their choices are statistically analyzed to determine the relative importance of each feature and the value placed on specific levels, revealing trade-offs in their preferences.
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Medium – High
Fidelity level
Talk Only
Stage
Validation
Hypothesis type
Desirability
Goal type
Deepen product-market fit, Validate go-to-market strategy, Scale the model
Randomization
N/A
Study design
Individual case report
Minimum units needed
100
1Best Fit When
Best when you need to quantify the relative importance of and trade-offs between several product features/attributes.