RECORDING: Exploring Conjoint Analysis

12 Jul 2022 | Webinars

This webinar is generously sponsored by MIS Group

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Conjoint Analysis: What is it? How does it work? What does it tell you?

This is a hands on session run by ICG member Saul Dobney on how conjoint analysis uses attributes and levels to define virtual products and services, how these are tested in choice-tasks with consumers, and how the these choices drive calculations of utility scores and customer value which can be combined into market models for forecasting and product optimisation.

If you’ve heard of conjoint analysis but don’t know what it is, or you’ve used conjoint analysis and want some hints and tips on how to do conjoint analysis better, then this is the webinar for you.

Saul Dobney

Saul Dobney is the founder of marketing insight and has been running conjoint and trade-off projects for more than 20 years, developing the Cxoice Survey Software Suite along the way to solve challenges like using conjoint analysis by phone (WATI), and to make conjoint analysis more realistic, developing several new question types along the way.


Download the slide deck here:  ICG Exploring Conjoint Analysis slides marketing insight –

Conjoint Explorer:–k130

Cxoice Software: