Conjoint analysis is the measurement of multi-attributed preferences using a partial- or full-profile experimental design approach. A single product category is evaluated by asking respondents to rank or rate a series of product descriptions (or other representations) in order of preference. Analysis is done at the individual respondent level, which allows us to segment survey respondents on the basis of their attribute preferences.

The conjoint/trade-off analysis task produces powerful quantitative output consisting of attribute utility values (a.k.a. part-worths).  The utility values become the ingredients of a customized PC-based market share simulator, that enables marketing managers to simulate probable market response to discrete attribute changes.  This interactive tool yields the share of choices (market share) each configuration (including competitive profiles) receives under interchangeable "what-if" scenarios.  Simulations can be run for as many segments as the sampling plan accommodates.