Adaptive conjoint analysis

Adaptive conjoint analysis is a computer aided survey platform developed in the 1980s by Richard Johnson (founder of Sawtooth Software) which is unique in that it is able to provide a custom, tailor-made experience for each individual that takes part in a market research questionnaire or interview.

Conjoint analysis, in itself, is used in market research to measure the perceived values of the various features of a product, to learn to what extent demand for a product or service is reliant on price and to provide a forecast as to the likelihood that a new product would be accepted if introduced to the market.

Whilst this type of analysis is of undoubted value, it is often limited because respondents can sometimes become overloaded with information and the sheer number of factors that must be considered. This means that they will likely be less thorough in considering each of the numerous factors put to them.

In addition to being less conscientious about each and every question, there is also a risk that the survey will be too time-consuming. It is for this reason that adaptive conjoint analysis is particularly useful.

Adaptive conjoint analysis quickly learns from the early responses in a survey what specific values a participant has and in accordance with this, can then automatically adjust and tailor the subsequent questions so that it focuses on areas that are of interest to that particular participant. This allows for a more relevant set of questions within a reduced and thus more manageable time frame.

The adaptive conjoint analysis approach, therefore, allows for a broader scope as more attributes can be tested. In addition, adaptive conjoint analysis tends to feature more engaged participants who will, in view of their increased level of interest, provide higher quality data.

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Adaptive conjoint analysis