Technical Note | HBS Case Collection | August 2014

Conjoint Analysis: A Do it Yourself Guide

by Elie Ofek and Olivier Toubia


Conjoint Analysis has become one of the most commonly used quantitative market research methods. It has been successfully employed across a wide variety of industries to quantify consumer preferences for products and services. This technical note is intended to provide practical guidelines for designing, conducting and analyzing a conjoint analysis survey. The note discusses the six steps needed to effectively run a conjoint analysis study, and includes advice on best practices to follow and what pitfalls to avoid. Several user-friendly Microsoft Excel spreadsheets accompany this note and can be used as aids when implementing and analyzing a conjoint study.

Keywords: Market research; Conjoint Analysis; consumer preferences; segmentation; product development; demand measurement; Demand and Consumers; Analysis; Markets;


Ofek, Elie, and Olivier Toubia. "Conjoint Analysis: A Do it Yourself Guide." Harvard Business School Technical Note 515-024, August 2014.