Why is it useful to set up baseline in simulation?

When using the Conjointly simulator, it is often useful to first set up a baseline scenario before you proceed to simulate other scenarios you are testing.

A baseline scenario is the scenario before you apply any changes to your products, your product portfolio, your pricing, competitor pricing, etc.

By comparing the preference share of product concept in the baseline scenario with the preference share of the product with changes in different scenarios, you can measure the impact of changing the product features and identify the best performing features for the product concept.

For example, if you are testing new messaging claims for a product, you may set a baseline scenario that simulates the preference share of the product with the current messaging, then duplicate the scenario and simulate the preference share of the product with the different claims and identify which perform the best.