Conjoint analysis

Conjoint analysis (Trade-Off)

Understanding and modelling the consumer decision process

When choosing a product out of several, consumers opt for "the best compromise". They choose the one that, based on their perceptions, best meets their expectations. They therefore give preference to certain product attributes to the detriment of others which are less important for them.
The Trade-Off model, or conjoint analysis, enables us to measure not only buying behaviour, but also to explain how and why purchasing decisions are made.
Knowledge of the decision process obviously enables us to influence future purchasing decisions.

Results from a conjoint analysis

Choice of a conjoint analysis model

Fields of application
Repères and the conjoint analysis