This conjoint demonstration illustrates how Adaptive Conjoint Analysis can be used to capture a consumer's general preferences when it comes to products such as digital cameras, cars, mobile phones, vacuum cleaners etc. by using a set of 10 attributes that are applicable to all.
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:
- Ratings questions
- Importance questions
- Pair-wise Choice questions
- 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.
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