60 Years Of Conjoint: Where We Come From And Where We Are

Kurz P., 2024 – Analytics & Insights Summit – USA 2024

How has conjoint analysis evolved over the last 60 years – and what challenges and opportunities shape its application today?

Conjoint analysis has evolved from the simple use of axioms in questionnaires to powerful digital simulation models. While its basic ideas remain valid, the complexity of the models and their range of applications have been greatly expanded. Today, researchers are faced with the challenge of delivering results that are both valid and practical, using methods that are both psychologically sound and relevant to decision-making.