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Conjoint analysis guides

Plain-English guides to conjoint, MaxDiff and the statistics behind them, from choosing a method and sizing a sample to reading a simulator. Written by the team that built Ordeen's estimation engine.

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What is conjoint analysis? Methodology, history and use cases

How trade-off questions reveal what customers really value.

Ordeen Choice Modelling: frequently asked questions

Sample sizes, panels, pricing, GDPR and who it's for.

Running a study

CBC vs ACBC: which conjoint should you run?

What each method asks, what the evidence says, and when adaptive CBC is worth the longer interview.

Running a study

How many respondents do you need for conjoint?

Sample size rules of thumb: Johnson's rule, the 300 minimum and 200 per segment, with worked examples.

Running a study

Using a market simulator: price, share and SKU line-ups

Share of preference, price curves, elasticity, WTP and TURF, and the limits to keep in mind.

What is MaxDiff? Best-worst scaling for prioritisation

Rank dozens of claims or features without rating-scale bias.

What is menu-based choice (MBC)?

Model baskets, add-ons and bundles as real take decisions.

What is nested logit? Fixing the IIA problem

When similar products steal share from each other.

What is Hierarchical Bayesian estimation?

Why individual-level utilities beat the average respondent.

Ordeen Choice Modelling: full statistical methodology

Every model, prior and diagnostic we run, written out.

What is latent class analysis?

Finding segments from the choices themselves.

What is the Benjamini-Hochberg procedure?

Controlling false discoveries when testing many interactions.

What is the Haldane correction?

Handling zero cells in interaction tests.

What is willingness-to-pay (WTP)?

Price sensitivity measured from choices, not stated intent.

What is the Krinsky-Robb method for WTP intervals?

Honest uncertainty bands around every WTP figure.

Ordeen vs Sawtooth

A cloud-native alternative to Lighthouse Studio.

Ordeen vs Qualtrics

Specialist choice modelling vs a generalist survey suite.

Ordeen vs Conjointly

Enterprise rigour vs DIY simplicity.

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.

Price Monitoring

Track competitor and retailer prices across 200+ retailers, with alerts when prices move.

£2,000 / monthExplore

Forecasting

Statistical demand forecasting that combines econometrics with AI, down to SKU and customer.

£2,000 / monthExplore

Contract Analysis

Upload contracts, extract and grade clauses, manage POs and draft improvements.

£1,000 / monthExplore

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Upload a brief, review the design Ordeen drafts, and launch to the panel. Full access for 14 days.

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Or email im@ordeen.com