How to Set Up a Conjoint Study (An Overview)

Learn how to design state-of-the-art discrete choice experiments (conjoint studies) without the need for specialised research services with Conjointly.

Setting up a conjoint study with Conjointly is a quick and easy process. This checklist guide will help you get the most out of our platform for your next survey.

Describe your experiment

✔️ Choose a name that distinguishes your experiment from others you are conducting to avoid confusion. ️

✔️ Consider your experiment’s purpose (e.g. finding optimal price), what kind of product you are researching, and who your study is for when writing your description.

Name and describe your experiment

Specify attributes

Attributes are ‘dimensions’ of your product, such as price, colour, shape, size, brand, location).

✔️ Specify attributes which you believe to be most important to your customers’ buying decisions.

✔️ Include any attributes whose importance you are unsure of but would like to check.

✔️ Add a maximum of seven attributes to keep survey design user-friendly.

Specify important attributes of your product

Specify levels for attributes

Levels are the ‘values’ that each attribute can take. For example, the attribute ‘colour’ can have levels ‘blue’, ‘red’, ‘transparent’.

✔️ Have at least two levels per attribute.

✔️ Describe your attributes and levels in clear language that consumers will understand.

Specify several levels for each attribute

Add respondents

Discrete choice experimentation typically requires between 100 to 1,000 participants. Conjointly offers several options to get participants for your experiments.

✔️ Bring your own respondents to use a list of your customers or leads, or source respondents from elsewhere or integrate with your other survey tool.

✔️ Buy responses from our panel network to target specific respondents by location, demographics, and profiling questions.

✔️ Use a pre-defined panel when you want to target specific respondents (e.g. your company’s own pre-defined audience).

Choose respondents from Conjointly's range of options

Customise your experiment or add profiling questions

Conjointly lets you change question text, add a redirect link, and perform other customisations as optional features.

✔️ Ask non-conjoint questions to use for customer segment profiling.

✔️ Ask other questions types such as multiple-choice, long text, short text, number, constant-sum.

Customise your experiment and add profiling questions

Review, approve, launch

Conjointly manages the response collection process once you have launched your experiment. We will notify you when your survey report is ready.

✔️ Review your experiment settings.

✔️ Agree to Terms & Conditions.

✔️ Pay for your experiment securely.

✔️ Launch.

Review and confirm your experiment


What inputs do you need for a conjoint study?

The first inputs that you need for a conjoint study are the attributes and levels of your product that you are looking to test. Consider price as a potential attribute, particularly if you are looking to find metrics such as price elasticity of demand or marginal willingness to pay. If you wish to test your products within a competitive context, consider including attributes that belong to competitors, such as their branding or claims.

Next consider if you want to include additional questions within your survey, as these can give valuable insights and be used in methods such as segmentation.

Finally, prepare any materials you wish to use to customise your survey. These can include images, logos, and videos to customise the experiment, as well as any extra information you would like the respondent to see to have a better understanding of your products.

Next steps