Comparison of types of conjoint analysis

Posted on 2 March 2017 offers two types of conjoint analysis: generic conjoint and brand-specific.

Generic conjoint (also known as generic or unlabelled design) allows you to understand which features and price levels drive customers’ choice. It is used for studying either:

  • a single brand, or
  • commoditised products, where product characteristics do not vary substantially by brand (in industries such as agriculture, pharmaceuticals, furniture, bottled water).

Brand-specific conjoint (also known as alternative-specific or labelled design) helps you understand what drive customers’ choice differentially for different brands. It is suitable for studies that include a variety of brands, where potential product characteristics vary across brands. Example applications: FMCG, telecommunications, and home appliances.

Feature comparison

The features available for the two types of conjoint currently differ:

  Generic Brand-specific
Partworth utilities Yes Yes, differentiated by brand
Brand performance Yes (if brand is included as an attribute) Yes (separate report)
Ranked list of product concepts Yes Yes
Market share simulation Yes Yes
Marginal willingness to pay Yes No
Segmentation and profiling of segments Yes Yes
PowerPoint export Yes Yes
Excel export of raw data Yes, including individual parthworths Yes
Profitability analysis in Excel Yes No

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