Experimental design A quick guide to setting up your choice-based conjoint experiment

Name and describe your experiment

Describe your experiment

(to help you refine the purpose of the experiment)

First off, you need to decide the purpose of the experiment: setting optimal price, understanding what product features are driving customers’ purchases, or choosing a flavour. Using Conjoint.ly, provide some key properties of the experiment, including what kind of product you are investigating and what sort of participants you are inviting to respond.

Read our top tips for conjoint analysis.


Specify important attributes of your product

Specify the attributes you are investigating

(such as colour, flavour, size, length, price, or whatever you are investigating)

Attributes are ‘dimensions’ of your product (such as price, colour, shape, size, brand, location). Include the attributes that you believe are most important to your customers when they make buying decisions, as well as any attribute whose importance you would like to check. For example, if you know that customers are driven by price and size, and want to investigate whether colour is important, include all three attributes (price, size, and colour). Do not include more than five attributes because it will confuse your respondents.


For each attribute, specify two to five levels

For each attribute, list two to five levels

(for example, size can be small, medium, or large)

Levels are the ‘values’ that each attribute can take. For example, the attribute ‘colour’ can have levels ‘blue’, ‘red’, ‘transparent’. The attribute ‘features’ can be ‘no updates included’, ‘automatic update every month for one year’, ‘lifetime automatic updates’. Keep in mind:

  • You need to have at least two levels per attribute. if you are looking only at one type of product, make the product description more specific.
  • Do not include more than five levels for any attribute because it will confuse your respondents.
  • When describing both attributes and levels, use the language that customers understand because in their screen they will see attributes and levels exactly as you describe them.

Read more about how to specify attributes and levels.


Targeted profiling of panel respondents

Add respondents

(buy from Conjoint.ly, upload email addresses, or share a web link)

Typically, discrete choice experimentation requires approximately 60 to 300 participants. Conjoint.ly offers multiple options to get participants for your experiments:

  1. Buy quality panel responses directly on Conjoint.ly from $3 per complete response (cost varies by respondent profile),
  2. Share a we link with your own respondents or integrate with your favourite survey tool,
  3. Upload a list of emails and let us track responses and send invitations and reminders,
  4. Advertise on Call For Participants.


Customise your experiment and add profiling questions

Optionally, customise your experiment or add profiling questions

Conjoint.ly lets you change question text, add a redirect link, and do other customisations. You can also ask respondents non-conjoint questions, which can be used in profiling customer segments. The tool supports multiple-choice, long text, short text, number, constant-sum, and other types of questions.


Review and confirm your experiment

Review, approve, begin

Finally, you need to review the settings, agree to T&Cs, securely pay for your experiment, and launch it. Conjoint.ly will then take care of collecting responses and will let you know when the report is ready.