Conjoint Analysis
Understand how buyers make tradeoffs — and design offerings they’ll choose.
Conjoint analysis helps teams understand how buyers evaluate tradeoffs between features, price, and attributes when making purchase decisions. By simulating real-world choices, conjoint reveals what truly drives selection — not just what buyers say is important in isolation.
When to conduct
Conjoint Analysis
Conduct conjoint analysis when designing or refining products, pricing, or packaging and you need to understand how buyers weigh different attributes against one another. It’s most valuable when decisions involve tradeoffs that materially impact adoption or revenue.
What is
Conjoint Analysis
Conjoint analysis is a quantitative research technique that presents respondents with realistic choice scenarios, asking them to select between different combinations of attributes. The results quantify the relative importance of each attribute and estimate how changes in price or features influence buyer choice.
2–3×
more predictive of real purchase behavior than direct importance or rating questions alone. That’s why conjoint is widely used for pricing, packaging, and product design decisions where accuracy matters.
Sample Research
Questions We Answer
Question 1:
Which features and attributes most influence purchase decisions?
Conjoint analysis isolates the impact of individual attributes, showing which features drive choice and which have diminishing returns — even when buyers claim everything matters.
44%
of overall decision weight is driven by just two core attributes — indicating where investment has the greatest impact.
21%
of tested features contribute minimal lift to choice likelihood, despite internal assumptions about their value.
Question 2:
How sensitive are buyers to price and tradeoffs?
By modeling realistic pricing scenarios, conjoint analysis reveals willingness to pay, acceptable price ranges, and where demand drops off as price or feature combinations change.
35%
decline in choice likelihood when pricing exceeds the optimal range identified in the study.
29%
of buyers are willing to pay more when a specific high-value feature is included — validating premium packaging opportunities.
Why trust Emporia with your
Conjoint Analysis
Make pricing and product decisions based on how buyers actually choose.
Conjoint studies require careful design to accurately reflect real purchasing behavior. Emporia brings deep expertise in conjoint methodology, ensuring attribute selection, experimental design, and modeling outputs are statistically sound and strategically relevant. By pairing expert methodology with verified B2B respondents, we help teams confidently design offers that align with how buyers evaluate tradeoffs in the real world.
Speed / Agility
Move from question to insight without sacrificing rigor. Emporia’s streamlined workflows and responsive research support allow teams to launch, field, and analyze studies quickly — so insights arrive while decisions are still being made, not after the moment has passed.
Verified B2B Respondents
Reach the right decision-makers with confidence. Every respondent is verified using professional attributes, ensuring your insights reflect real buyers, real roles, and real purchasing influence — not guesswork or self-reported profiles.
Expert Methodology
Get more than data — get direction. Our team partners closely on study design, framing, and interpretation, helping translate research outputs into clear strategic implications across pricing, positioning, and go-to-market execution.
Emporia gives us another perspective. Our product team does a really great job working with our existing customers: understanding and solving for their needs. Emporia allows me to find new audiences and conduct that initial research that helps set the stage for potential new customers, products and markets.
We are often trying to recruit hard to reach audiences and so it's imperative for us to have high quality data and verified respondents. Emporia go above and beyond to help us and our agency partners not only reach the right audiences but enhance our customer understanding which is a great experience.
We were thrilled with Emporia’s excellent data quality, professionalism, responsiveness, and speed in delivering a very high-end, niche audience of investment fund managers and venture capital professionals.
Emporia provides valuable access to niche, high-level respondents that are otherwise difficult to reach. They enable us to move beyond traditional targeting, connecting us with professionals with specialized knowledge and qualifications. We have confidence their experts are credible and aligned with our research needs.
