Conjoint analysis
What customers value, measured with marketers' favourite trade-off method.
Conjoint analysis turns customer preference into numbers you can act on: demand, specs and pricing power. Ordeen runs the whole study in one place, from brief to live market simulator, with one point of contact. The only wait is for respondents.
Conjoint analysis has guided thousands of commercial studies since the 1970s, with published examples from Courtyard by Marriott to the E-ZPass toll system (Green, Krieger & Wind, Interfaces, 2001). Source
1 of 3 · Which delivery plan would you choose?
Every choice is a trade-off. That's how conjoint measures what people value without asking them directly.
How conjoint works
How companies decide what to build and what to charge
A product is broken into attributes and levels. Respondents choose between realistic combinations, and every choice is a trade-off.
The result shows what customers actually value, not what they say they want. It deciphers preferences algorithmically, without the bias of asking people directly.
Ask a buyer if they want faster delivery and they say yes. Ask them to pay £10 more for it and you learn what speed is worth.
The power of the output
A market you can test before you enter it
Once preferences are measured, any scenario can be simulated. Change a price, add a feature or introduce a competitor, and see how demand shifts before committing budget.
Unconstrained demand
How many customers would choose the product if distribution and awareness were not limits.
Optimal specs
The combination of features that maximises market share or revenue.
Price elasticity
How demand responds at every price point, and where pricing power runs out.
Segmented by exact profile
Industry, company size, region, role. See who values what, not just the average.
Time to insight
Six hand-offs, or one point of contact
With an agency, every step sits with a different party on its own timeline, and the delays add up. Ordeen runs design, fieldwork, estimation and simulation in one place, so the only wait is for respondents to complete the survey. Speed doesn't change the maths: it's the same Hierarchical Bayes estimation the specialist agencies use.
What you get at the end
A deck answers last quarter's question. A simulator answers the next one.
Every Ordeen study ends in a live market simulator. Move a price, add a feature or launch a competitor, and see share of preference and each segment respond.
| Attribute | Level | Utility | SE |
|---|---|---|---|
| Price | $39 | −0.412 | 0.06 |
| Price | $49 | −0.981 | 0.07 |
| Claim | Clinical | 0.337 | 0.05 |
| Format | 250ml | 0.102 | 0.04 |
Cluster 1 vs Cluster 2 vs Cluster 3 · "Optimal price is $45."
Static answers to last quarter's question.
A live model for next quarter's decision.
Illustrative numbers for demonstration.
How Ordeen compares
One platform instead of software, a statistician and an agency
The same Hierarchical Bayes estimation the specialist tools use, without the hand-offs.
| Desktop conjoint softwareInstalled licence, run by a specialist | Enterprise survey suiteAnnual enterprise contract | OrdeenChoice Modelling | |
|---|---|---|---|
| Study setup | Attributes and levels entered by hand | Survey programmed by hand | AI reads your brief and drafts method, attributes and competitors |
| Data quality | Cleaned after fieldwork | Cleaned after fieldwork | Filtered during fieldwork, plus a 90-second respondent warm-up |
| Panel | Bring your own | Separate purchase | Integrated panel, or bring your own |
| Output | Exported data for further processing | Dashboards; conjoint is an add-on | Live simulator with Bayesian diagnostics and named segments |
| Who runs it | A trained conjoint specialist | A survey programmer | Your product or pricing team |
Study setup
- Desktop conjoint software
- Attributes and levels entered by hand
- Enterprise survey suite
- Survey programmed by hand
- Ordeen
- AI reads your brief and drafts method, attributes and competitors
Data quality
- Desktop conjoint software
- Cleaned after fieldwork
- Enterprise survey suite
- Cleaned after fieldwork
- Ordeen
- Filtered during fieldwork, plus a 90-second respondent warm-up
Panel
- Desktop conjoint software
- Bring your own
- Enterprise survey suite
- Separate purchase
- Ordeen
- Integrated panel, or bring your own
Output
- Desktop conjoint software
- Exported data for further processing
- Enterprise survey suite
- Dashboards; conjoint is an add-on
- Ordeen
- Live simulator with Bayesian diagnostics and named segments
Who runs it
- Desktop conjoint software
- A trained conjoint specialist
- Enterprise survey suite
- A survey programmer
- Ordeen
- Your product or pricing team
Choice Modelling pricing
Everything from study design to the live simulator. Respondents from the integrated panel are bought in packs, at a transparent per-complete price.
- 5 users included; extra 5-user packs £2,500
- CBC, ACBC, MaxDiff and MBC
- Hierarchical Bayes with full diagnostics
- Live simulator, WTP and segment naming
- Share studies with stakeholders for free
- EU hosting, GDPR, DPA on request
- Billed monthly, no annual contract
Learn conjoint
Guides to choice modelling, from first principles to the maths
Written by the team that built the estimation engine. Start with what conjoint is, then go as deep as you like.
The rest of the Ordeen platform
Verified data first. AI last.
The same principle runs through every Ordeen product: statistics and verified data do the work, and AI fills the gaps.
Run your first conjoint study this week
Upload a brief, review the design Ordeen drafts, and launch to the panel. Full access for 14 days.
Or email im@ordeen.com