Model the trade-offs behind every choice.
Choice-based conjoint estimates part-worth utilities and attribute importance from realistic choice tasks — then simulates the preference share of any product configuration.
4 types of conjoint — pick what fits your study.
From classic CBC to adaptive tasks, menu building, and MaxDiff prioritization — each method extracts preference in a different way.
Respondents choose one option from a set of full profiles. Closest to real purchase behavior.
Task difficulty adapts to each respondent's preferences, increasing precision with fewer questions.
Respondents build their own bundle from a menu of options — ideal for configurable products.
Respondents pick best and worst items from small sets — excellent for prioritizing long feature lists.
Pricing features — sound familiar?
CBC reveals what each feature is worth — and simulates real market share.
Know which attributes actually drive choice.
Relative importance scores tell you what proportion of the choice is explained by each attribute. The spider chart reveals whether one attribute dominates or trade-offs are balanced — critical for portfolio strategy.
Trust your rankings with bootstrap validation.
400-resample bootstrap re-estimates importance each time. "1st rank %" shows how consistently each attribute tops the list — 80%+ is a robust driver, near 50% signals instability. Coefficient tables give utilities with SE, p-value, and 95% CI.
| 속성 | 레벨 | 효용 | SE | p | 95% CI |
|---|---|---|---|---|---|
| 가격 | $19/월 | +0.41 | 0.01 | <0.001 | [0.39, 0.42] |
| $49/월 | −0.41 | 0.01 | <0.001 | [−0.42, −0.39] | |
| 지원 | 이메일 | −0.46 | 0.01 | <0.001 | [−0.48, −0.44] |
| 24/7 채팅 | +0.46 | 0.01 | <0.001 | [0.44, 0.48] | |
| 계약 기간 | 월별 | +0.42 | 0.01 | <0.001 | [0.4, 0.44] |
| 6개월 | −0.30 | 0.01 | <0.001 | [−0.33, −0.27] | |
| 연간 | −0.12 | 0.02 | <0.001 | [−0.15, −0.09] |
Predict preference share for any product configuration.
The BTL market simulator lets you compose product profiles level-by-level and instantly see preference share. Compare two or more products side-by-side — adjust a single attribute and watch the share shift in real time.
Uncover segments hidden in heterogeneous preferences.
Individual-level OLS utilities show how spread out preferences really are. Wide IQR boxes signal segmentation opportunity; narrow boxes signal consensus. Sensitivity analysis pinpoints which attribute swap changes simulated share the most.
IN THE REPORT
Everything the conjoint report delivers.
Choices in — utilities, importance, WTP, and share out.
Attribute importance
Relative % of choice explained by each attribute, ranked.
Part-worth utilities
Zero-centered utility for every attribute level (OLS / HB).
Spider / radar view
See at a glance whether one attribute dominates.
Bootstrap stability
400 resamples with 1st-rank % and CI bounds.
Coefficient table
Utility per level with SE, p-value and 95% CI.
Significance flags
*** p<0.001, ** p<0.01, * p<0.05 marked.
Market simulator
BTL preference share for any product configuration.
Multi-product comparison
Compare profiles side-by-side in real time.
Individual utilities
Per-respondent IQR boxes reveal segmentation.
Sensitivity analysis
Which attribute swap moves simulated share most.