Conjoint Analysis: Respondents and Clients Experience

Binner S., 2010 – SKIM Conference – Köln 2010

Which factors drive the success of conjoint projects from the perspective of clients and respondents?

The success of a conjoint project strongly depends on client involvement and respondent experience. Key factors include knowledge sharing, observing fieldwork, actively using results, and designing realistic tasks. Studies with high client engagement and relevant, intuitive choice tasks are better integrated, more actionable, and lead to higher predictability and business success.