Conjoint Express is a Choice-Based Conjoint variant with the aim to provide directional information on the sample in aggregate form.

How It Works

The experimental design is created using methods that employ Federov's exchange algorithm so that the final design is D-optimal and nearly orthogonal. The algorithm explores the complete space of possible designs for the best given specified parameters. It is expected that each option (variable level) is present an approximately equal number of times compared to other options. The total number of versions varies depending on the setup, but having more than a hundred versions for large setups is common.

The core analysis of respondents' preferences is performed with the Multinomial Logit model. It takes into account properties of other packages presented in a task when a respondent makes a choice. The choice probabilities correspond to the logit transformation of the linear combination of utility scores of the packages in the task. Respondents are analyzed in a single aggregated pool, with resulting statistics presenting an "average" opinion of the product preferences.

The Statistics Page

The statistics page shows several elements: Market Simulator, Attribute Importance values, Preference Likelihood, and Utility Scores impact.

In the Market Simulator, Preference Likelihood mode assumes a state of the market when two packages exist: an average one and the chosen one. With such settings it is possible to see how the market share of the chosen package changes with a change of the attributes. Utility Scores mode uses raw Logit coefficients of the chosen package — in this setting, an average package gets a score of 0. Importance values for each attribute are calculated as shares of ranges of utility scores. The higher the importance, the higher impact a decision on the attribute has on the package's market share.

Export includes:

• Summary Excel — Attribute Importance, Preference Likelihood, and Utility Score impacts.
• Raw data export — data on what each respondent saw and what decision was made on each task.

Learn more about the Conjoint Research test on the Lighthouse Academy!