Conjoint Analysis is a model and technique used to assess the different weights individuals place on the variables presented to them in a given purchase situation. For example, if a consumer decides to buy a house there are a couple of distinct variables involved:

• Brand (Sony, LG, Vizio, etc.)
• Price (800-1500)
• Resolution (1080p or 720p)
• SIze (35" to 45")

A conjoint study usually involves showing respondents product profiles and asking them to indicate (in a variety of ways) how much they like or prefer these alternative product profiles. Statistics are then used to work out the contribution that each product attribute is making to the overall likeability.

• Choice-Based Conjoint Analysis

Market Segmentation Simulator is used to convert raw conjoint data, which is difficult to understand in to much more meaningful and useful simulated market choices. Products can be introduced within a simulated market scenario and the simulator reports the percentage of respondents projected to choose each product.

A market segmentation simulator allows an analyst or researcher to conduct what-if scenarios to investigate issues such as new products, design, pricing strategy, etc. The Market Segmentation Simulator is considered one of the most important tools resulting from a conjoint analysis project.