What types of products can be tested in conjoint studies?

Also: How do they affect inclusion of the “None of the above” option?


For your conjoint experiment, you can choose one of three options that characterise your product. This will affect how the “None of the above” option is presented to respondents and how analytics is run on the data we collect.

Types of products in conjoint analysis

1. Normal product that customers routinely buy:

  • Examples: FMCG/CPG, education, personal services. The vast majority of products fall into this category.
  • When to use: This option should be in most marketing studies should because it reflects actual market behaviour of not buying a product.
  • How it works: Respondents will be able to select a “None of the above” option, which will be part of the choice set.

2. Product that customers are forced to buy:

  • Examples: Critical medication or government services.
  • When to use: This option is suitable to medical studies should because it reflects doctors’ and patients’ lack of “opt-out” options.
  • How it works: When such products are studied, respondents will not be able to select a “None of the above” option. This is technically known as a “forced choice response”.

3. New product that customers are not used to buying:

  • Examples: Start-ups with new business models.
  • How it works: With such products, respondents will first be forced to choose an alternative, and then they will confirm if they would buy it at all. This is technically known as a “two-stage response”.

This question from our users was answered on 13 March 2020. If there is anything else you'd like to know, please do not hesitate to contact us.