Solutions Product feature selection

Prioritise product features with confidence

Product management is a constant juggle of priorities, central among which are around building and delivering product features to customers. Through specialised automated research tools, Conjointly helps you know which features meet customer needs and drive profitability.

Different situations call for different methods. That’s why Conjointly offers a whole range of tools from Generic Conjoint to Kano Model. Furthermore, you can speak to an experienced researcher about your specific case and pick the right tool for the job.

Solutions Product feature selection

Prioritise product features with confidence

Product management is a constant juggle of priorities, central among which are around building and delivering product features to customers. Through specialised automated research tools, Conjointly helps you know which features meet customer needs and drive profitability.

Different situations call for different methods. That’s why Conjointly offers a whole range of tools from Generic Conjoint to Kano Model. Furthermore, you can speak to an experienced researcher about your specific case and pick the right tool for the job.

Generic Conjoint for attribute importance and willingness to pay

Which product features are worth focusing on? A strong understanding of your customers' needs is key to develop products that truly appeal to consumer preferences. Conjoint analysis explores consumer preference, revealing the relative importance of your products’ features and identify optimal product concepts.
Conjointly offers two types of conjoint studies. The Generic Conjoint, is ideal for studying a single brand or unlabelled products and commodities, to identify consumer preference for different product features. Brand-Specific Conjoint places potential product combinations within a competitive context to discover the impact of feature changes, while also finding the optimal price points for your product range.
These tools make it easy to break down your product by attribute and attribute levels to find out which combination of features is most desired, the relative importance of each feature and which features have the greatest effect on preference for the product.

Generic Conjoint

Identify features with the highest potential

Identifying features with the highest potential for success allows you efficiently allocate resources into product concepts that are set up for success.
Through the MaxDiff analysis tool, you can rank all possible features by consumer preference letting you focus on developing the most preferred features while ruling out the less popular ones. This is especially useful for situations where you want to infer preference for products with very similar alternatives.
The outputs of MaxDiff can be analysed through the TURF analysis tool to discover the combination of products that maximises reach, by ensuring that your product range caters to the largest number of customers as possible.

MaxDiff Analysis

Which features are requirements, which features are optional?

The Kano Model offers another dimension to prioritise a product’s features by delving deeper into customers’ perceptions and feelings regarding a product’s features. The Kano Model categorises product features as either:

  • Must-be features - Hard requirements for your product.
  • Attractive features - Unexpected features that consumers will like.
  • Performance features - Expected features that drive consumer satisfaction.
  • Indifferent features - Features where inclusion has no impact on satisfaction.

Through categorising potential features, you are able to ensure that your product includes the most important features, while not wasting resources on features that consumers are indifferent to.

Kano analysis matrix

Simulate the impact of including various features

Conjointly's online simulator offers a detailed insight into the impact of adjusting features of your product range within a realistic competitive context. Simulations show the effect of feature adjustment through valuable metrics such as preference share, revenue, and gross margin. This gives you a clear understanding of the impact of various feature adjustments, to ensure that all adjustments will align with your overall goals.
Simulations also allow you to quickly identify the impact of feature adjustments over your entire product range, to ensure that your adjustments minimise the risk of cannibalisation among your products.

Simulating feature adjustment

Use segmentation to focus on the needs of your consumers

Segmentation is an invaluable tool in feature selection, helping you identify varying preferences among consumer groups. Through segmentation, you are able to identify underperforming consumer segments and discover why the segment is underperforming. Targeting the needs of these groups will help fuel market expansion as you are able to attract previously uninterested groups.
Segmentation can also be used to investigate which demographic, geographic, and behavioural groups are most interested in your products, allowing you to adjust features that they are most interested in.

An example of segmentation

Conjointly makes market research easy

You get agency-quality results at a fraction of the cost and time investment. One powerful end-to-end platform for insights teams for fast and reliable market research. Get answers to questions about features and claims studies. We help your insights, marketing, and product teams understand consumers and make confident decisions.

Powerful product research tools

Conjointly methods are thoroughly tested and rooted in marketing science.

User-friendly interface

Design your features and claims studies with our intuitive interface for fully automated experiments.

Detailed interactive reports

Conjointly will automatically analyse the data and prepare online and Excel reports.


Understand conjoint analysis in detail

What is Conjoint Analysis?

Learn how conjoint analysis works and how you can use it to optimise your product features.

Classifications of Conjoint Analysis

Find out more about the different types of conjoint analysis and their different uses

Avoiding Common Mistakes in Conjoint Studies

Learn how to ensure high-quality results and make the most of your study through avoiding some common mistakes