Conjoint Measurement

‘Conjoint analysis’ or ‘conjoint measurement’ denominates statistical methods by which products or services can be assessed. Conjoint is short for “considered jointly”. Since being invented in the 1970’s the conjoint measurement has become one of the most frequently utilised methods in market research.

The conjoint analysis aims at establishing, which combination of characteristics or properties a product should have in order to be selected by customers, thereby generating the highest purchase motivation.