Conjoint analysis
Clarity for high-stakes decisions
In high-stakes moments, assumptions are expensive. Conjoint analysis helps you test real tradeoffs, so you can price, package, and prioritize with precision.
Conjoint Analysis: Built for real-world decisions
Most conjoint studies test ideal scenarios. We model actual ones.
Our approach reflects how people choose in the wild: tradeoffs, pricing, branding, and all.
Whether you’re validating a product, optimizing a portfolio, or pressure-testing pricing, we design simulations that cut through noise and deliver confidence.
Why leading brands choose Basis
Every study is designed from scratch, aligned to the real decisions your team needs to make.
We cut to what matters, then equip you with simulators and storytelling that get everyone on the same page.
This isn’t research for research’s sake. It’s built to drive growth, alignment, and action.
When to use conjoint analysis
You’ve got options to test. Tradeoffs to model. Internal debates to settle. Conjoint helps when the stakes are real, and there’s no room for guesswork.
- Pricing strategy
- Product development
- Portfolio optimization
- Investment modeling
- Brand architecture
Any time a decision hinges on tradeoffs, conjoint gives you the clarity to move forward.
Key methods we use
- Choice-Based Conjoint (CBC)
- Adaptive (ACBC)
- Menu-Based (MBC)
- Volumetric pricing extensions
- Custom segmentation overlays
- Interactive simulation tools
- Real-world calibration
Featured insights
Smart thinking on how to design better studies, make faster decisions, and turn data into strategy.
Next up
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Ready to test what really matters?
Off-the-shelf won’t cut it when the stakes are real. Let’s build a model that gives you answers you can stand behind.
Let’s model your next big moveConjoint Analysis FAQ
Conjoint analysis is a market research method used to understand how people make trade-offs between different product or service features.
It shows which attributes matter most, how much value people place on each one, and what combinations are most likely to drive choice.
Conjoint analysis is used to understand how customers prioritize features, pricing, and offers when making decisions.
It is often used to support product development, pricing strategy, proposition design, and go-to-market planning.
Conjoint analysis works by asking people to choose between different product or service options made up of varying features, prices, or attributes.
By analyzing those choices, it reveals the relative importance of each element and the trade-offs people are willing to make.
It’s most useful when you need to understand how people make choices between competing offers.
That could be when developing a new product, refining a proposition, testing pricing, or deciding which features are worth investing in.
Conjoint can show which features drive preference, which combinations are most attractive, and how pricing affects demand.
It helps teams move beyond opinion and understand what people are actually willing to choose.
Pricing research focuses specifically on what people are willing to pay.
Conjoint analysis looks more broadly at the trade-offs people make between price and other features, showing how value is built across the full offer.
