Brand-Specific Conjoint

Brand-specific conjoint is a discrete choice method for markets where potential product characteristics vary across brands or SKUs (it is commonly the case in FMCG, telco, home appliances, and tech). Technically known as choice-based alternative-specific/labelled conjoint design, it is used for:

  • Feature selection for new or revamped products.
  • Pricing your product, taking into account competitors' offerings and pricing.
  • Testing branding, packaging and advertising claims.

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Relative performance of brands

(Performance of different brands, considering their possible variants) how strongly customers prefer different brands of products, taking into account the different variants presented to them. In this example. Telco A is the strongest performer, while Telco E lags behind.

for the brand

Partworth utilities

(importance of product characteristics and performance of different features) estimates how important each attribute is relative to the other attributes in customers’ decision-making process. This is called relative importance of attributes. For example, in this test for Telco A, coverage is approximately three times as important as price (given the range of price levels tested): 54 points vs. 16 points.

Each level of each attribute is also scored for its performance in customers’ decision-making. This is called relative performance of levels. For example, for Telco A there is clear preference for nationwide coverage over metro areas, and for metro areas over downtown-only coverage.

Share of preference simulation

(estimate share of preference based on customers' revealed preferences)

People make choices given the current landscape of available options. If you believe that your experiment covers the most important product attributes and common levels, our market simulation tool can predict shares of preference of the different offerings available on the market. One way to use it is to compare two scenarios:

  • “Before”: List out the products currently available in the market by specifying the levels for each of them. If two products that are present in the market now have identical levels, enter them separately
  • “After”: Add your new product with the levels you intend for it. The simulator will predict the market share of your new product in the existing competitive environment using respondents’ revealed preferences

This type of analysis is made easy with our Excel market share simulator.

Ranked list of product constructs

Ranked list of product constructs

(list all possible level combinations and rank them by customers' preference) forms the complete list of product constructs using all possible combinations of levels. They are ranked them based on the relative performance of the levels that they combine. This module allows you to find the best product construct that your customers will prefer over others.

Segmentation example: Segment 1 (~27%) cares more about SMS, segment 2 (~73%) care more about data. Both are price-conscious.

Segmentation of the market based on preferences

(find out what customer segments there are in the market) uses the choices your participants make to understand what segments there are in the market. We still need your judgement regarding how many segments there may be in the market (and you can validate it by reviewing segment profiles: demographic and other data). For each segment, we provide the same detailed analytics as described above.