As market research and insights professionals, we often encounter situations where clients request a "conjoint study"— sometimes before they even share their research objectives! However, it is important to note that the term "conjoint study" is often used loosely or as an umbrella term for any type of trade-off exercise. Thus, one of our first steps when we get these requests is to gain clarity from the requester, to determine the ultimate objective including how the data will be used. This will tell us if a trade-off exercise is likely suitable. And if it is, which one(s) is likely the best fit (discrete choice, LCA, and MaxDiff being commonly used options).
This is just the start of the researcher’s considerations when receiving a conjoint request. Want more tips on how to handle conjoint requests? If so, Backstage All Access Members can enjoy this video, as Research Rockstar Instructors Amy Anderson, Julie Worwa, and Kathryn Korostoff have a comprehensive discussion on important methodology considerations. Their expertise will help you navigate conjoint requests, with efficiency, and focus on creating a methodology plan that will meet your client’s needs with excellence.
For all of us market research and insights professionals, it is essential to approach these situations with a consultative mindset, guiding clients toward the most suitable methodology for their research objectives and target population.
