What is a conjoint analysis?

A conjoint analysis, often also called conjoint measurement method, is an efficient method in the field of market research and the analysis of customer behavior. As part of the process, customer preferences are determined in order to predict the expected customer behavior. Customers are given products with different combined properties and characteristics, which are then compared with each other and analyzed using statistical methods. There are several variants of conjoint analyses: Discrete Choice Modeling (DCM), Choice Based Conjoint (CBC), Constant Sum Conjoints (CSC), Adaptive Conjoint Analysis (ACA) and Adaptive Choice-Based Conjoint (ACBC).