Hello there and welcome!
This is a demonstration of Adaptive Conjoint Analysis (you can find more information about conjoint analysis on the main dobney.com website.

Adaptive Conjoint Analysis is mainly used where there are a large number of attributes (10-20 though the maximum is 30). It works by asking respondents to complete an initial 'self-explication' section prior to asking a set of pair-wise choices. It was popular when most conjoint surveys were face-to-face. Today more surveys will be in a Choice-based conjoint format which reduces the length of the interview, but which is more restricted on the number of attributes that can be asked. For a 15-20 attributes ACA study, interviews can be as long as 30-40 minutes.

The observation of choices made by consumers within such a survey will identify segments within the market who are motivated by different features and benefits across product types. For example, we might expect to find the fashion/brand conscious; the bargain hunters, not to mention the quality seekers. At the end of the day, what are consumers' key motivators of choice and what are they compromising on to get what they want?

As you work through the demonstration, it is best if you answer the questions relying on gut instinct and first impressions - don't agonise over your choices. There are 4 distinct sections that you will be asked to work through which ideally shouldn't take you more than about 10 minutes to complete:

  1. Ratings questions
  2. Importance questions
  3. Pair-wise Choice questions
  4. Calibration questions

The survey will adapt to your own individual preferences as you go, and you get to see some of your own results at the very end. Therefore you will get more from this demonstration if you are true to yourself and give consistent answers througout.