Getting the top levels from conjoint

The function topLevel returns the top level(s) of an attribute for a specific respondent in the following research tools:

• Generic Conjoint
• Brand-Specific Conjoint
• MaxDiff Analysis
• Brand-Price Trade Off
• Claims Test
• Product Variant Selector

Usage: topLevel({attribute_id}), where attribute_id is the ID of the attribute from the conjoint.

Keep four things in mind when using this function:

1. If you use this formula, it is best to keep its value in a calculated variable so that you can easily use it in analysis.
2. When a respondents has multiple most preferred levels for an attribute, all of them will be shown in the piped text (separated by commas).
3. The function only counts number of times a level was chosen (irrespective of the number of times it was shown). This allows it to work fast, but it may sometimes not reflect the most-preferred level for a respondent.
4. When a respondents always chose “None of the above” in all conjoint sets, the function will be undefined and the respondent will see the emoji 🤷. To avoid that, it is recommended that questions that use this function are only displayed if its value is not undefined.

Recommended usage when piping top levels to a follow-up question

For example, you can use this feature to include a follow-up Likert scale question after the conjoint exercise to gauge respondents’ purchase intent for a car model based on their most preferred attribute levels. Keep in mind that here:

• We saved the value of the top levels in calculated variables.
• The follow-up question is only shown if the value is not undefined.

Respondents will see their most preferred level(s) for each attribute based on the conjoint exercise in the Likert scale question:

Respondent view 1

Respondent view 2