Does your software estimate utilities at the aggregate level or at the disaggregate level?
Conjoint.ly uses Markov chain Monte Carlo Hierarchical Bayes (MCMC HB) estimation to calculate individual-level coefficients. These coefficients are used in market share estimation, helping account for heterogeneity in the market. They are aggregated at the market and segment levels to show partworth utilities.
This question from our users was answered on 20 September 2019. If there is anything else you'd like to know, please do not hesitate to contact us.