Conjoint Analysis

Make smarter decisions with scenario-based pricing and product testing

Conjoint analysis is one of the most powerful tools for simulating real-life consumer choices and understanding what truly drives purchase decisions. At RAIT, we use conjoint analysis to help companies test pricing strategies, packaging changes, product features, and new concepts – before launching them in the market.

With this method, we don’t just measure what people say – we measure what they would do, when faced with real trade-offs.

Why choose conjoint analysis?

Conjoint analysis makes it possible to predict how customers will react to changes in price, features, or product combinations. It’s particularly effective in markets with strong competition, complex offerings, or frequent innovation. With conjoint, you get answers to questions like:

• How much more are customers willing to pay for feature X?
  
• What is the optimal price for our new product?
  
• Which product configuration is most appealing to our target group?
  
• What happens to our market share if we change the price – or if a competitor does?

How it works

Participants are presented with a series of choice tasks where they must choose between different product or service alternatives. These alternatives are systematically varied in price, features, and branding – which allows us to model how people make decisions in practice.

We then use advanced statistical models to analyse:

• Price elasticity and thresholds
• Feature importance and trade-offs
• Brand switching behaviour
• Willingness to pay across segments
• Optimal portfolio structure
  

The result is a clear, data-driven foundation for both strategic and tactical decisions – whether you’re setting prices, adjusting packaging, or launching something entirely new.

From analysis to action: our simulator tool

RAIT delivers more than a report. Alongside the analysis, you receive a dynamic Excel-based simulator where you can test different price points, feature sets, and scenarios yourself. This means:

• No waiting for follow-up analysis
  
• Easy testing of “what if” scenarios
  
• Clear comparisons between segments or markets
  

The simulator is fully tailored to your study – and can include current vs. potential customers, different demographics, or usage segments.

When is conjoint the right tool?

• You’re launching a new product or service and need to define the best price and package.
  
• You want to test price sensitivity without taking risks in the market.
  
• You’re developing subscription tiers, bundles, or “good-better-best” models.
  
• You need to quantify feature value and understand what customers truly care about.
• You’re looking for a robust way to reduce risk in high-stakes decisions.

Want to explore conjoint for your business?

Get in touch to learn how we can tailor a conjoint study to your specific market and product category.