Find out what people care about when making choices involving trade-offs.
1000minds Conjoint Analysis helps you answer questions like:
In addition to our valued business and government clients, we’re honoured that 1000minds is used for research and teaching at 360+ universities and other research organisations worldwide – confirming our scientific validity and user-friendliness (see our awards).
Conjoint analysis – also known as Choice Modelling or Discrete Choice Experiments (DCEs) – is widely used in the social sciences, marketing research and for designing new products.
Conjoint analysis has its own specialised terminology (i.e. different from Multi-Criteria Decision-Making):
For example, conjoint analysis is used to discover car-buyers’ preferences with respect to ‘fuel efficiency’, ‘top speed’, ‘safety’, ‘price’, etc. Another example is discovering the relative importance of the various attributes of hospital services that people care about: such as ‘quality of care’ vs ‘waiting time’ vs ‘amenities’ vs ‘price’, etc.
If you are new to conjoint analysis (or a little rusty!), you might find this article useful and interesting: What is conjoint analysis? (including an example illustrating the range of outputs available from 1000minds directly or with a little further analysis)
1000minds implements the PAPRIKA pairwise comparisons method to determine people’ part-worth utilities (weights) by asking questions based on choosing between pairs of concepts involving trade-offs between the attributes. An example of a question – involving designing a car – appears below. Hence this type of conjoint analysis is referred to as ‘choice-based’.
In addition, 1000minds is a type of ‘adaptive’ conjoint analysis because each time a choice is made, 1000minds adapts by formulating a new question to ask based on all previous choices.
1000minds is fast and scaleable. No extra analysis is needed to derive standard conjoint analysis outputs (see analysing outputs). Also, potentially 1000s of people can participate in conjoint analysis surveys.