GIM Conjoint

Conjoint – a tried and tested tool in strategic market research

Conjoint provides you with answers to numerous questions concerning product development, product optimisation, and target group segmentation:

Product optimisation with Conjoint

Conjoint shows you the relative significance of individual product features, and provides you with indications of the attributes consumers think a product and/or service should optimally incorporate.
Conjoint also shows you how changes to individual product features impact upon acceptance of the overall product. It is thus possible to measure the willingness to pay a certain price for specific product features (e.g. the colour of a car's bodywork) as well as the effect of price changes on this product's market shares.
External influences upon one's own market shares, such as measures taken by competitors (e.g. price changes or product improvements) can also be analysed and illustrated using Conjoint.

Target group segmentation with Conjoint

Conjoint is also suitable for segmenting target groups. With the help of cluster analyses, it is possible to ascertain specific sub-target groups, e.g. customer groups that have an affinity for brands, or those that are price-sensitive.

This is how Conjoint works

The respondents choose between two or more product offers that differ in several characteristics (e.g. brand, price, colour of the casing, technology, etc.).

This choosing process is conducted several times, and respondents must weigh up the individual product features when making each choice. 

It is possible in this way to calculate a relative benefit score for each product feature, and this provides information about how strongly this influences consumers' purchase decisions.

GIM particularly offers Conjoint expertise in the areas of technology, health care, and FMCG. Conjoint studies can be conducted online, by telephone, or face-to-face.