6.3

Conjoint Analysis

A method that infers the hidden weight a buyer places on each attribute and on price by observing forced choices between whole product bundles.

Green & Rao (1971), on Luce & Tukey's conjoint measurement (1964)

What it does

Forces choices between whole bundles and decomposes the implicit weight of each attribute and of price. The only serious way to measure trade-offs without asking about them directly.

When it breaks

Expensive, sensitive to design error, needs real sample. Past a certain attribute count respondents fatigue and the data degrades.

Case

Marriott designed Courtyard from scratch with a large hybrid conjoint study: 601 respondents evaluating 50 attributes across seven facility factors. The chain was projected at over $200m in annual revenue and the team won the 1988 Edelman Prize.

Interfaces · Courtyard by Marriott ↗
Bundle A Brand Known Size Large Feature Yes Price Higher Bundle B Brand New Size Small Feature No Price Lower or Chosen Repeated, many pairs Weights fall out Brand Size Feature Price Never asked directly
Conjoint Analysis · 6.3

In the wild

Unchecked · not part of the tier

What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.

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