Choice-Based Conjoint Analysis (CBC)

Choice-Based Conjoint Analysis (CBC) is used to measure preferences (e.g. attribute importance), and the willingness to pay for products and services. CBC asks participants to make trade-off decisions between different products in a competitive environment. These trade-off decisions can then be used to find out how purchase likelihood is influenced by various product attributes, such as brand, price, or technical attributes (e.g. a smartphone's battery life).

Benefits of quantilope's CBC: 

  • Intuitive real-time market simulator
  • Automated product optimization
  • Predefined analyses for various questions
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Applications of quantilope's CBC

What is the optimal price for a new product?

In this scenario, the optimal price for the energy drink AMP is $1.39, where the purchase probability is highest at 15%.

What product features do consumers have the greatest willingness to pay a premium price for?

Between a can, glass bottle, and plastic bottle, consumers are willing to pay more for a glass bottle when purchasing an energy drink.

Which product attribute has the greatest impact on a consumers purchase decision?

Product price (42%) and brand (33%) have the greatest impact, accounting for 75% of a consumers purchase decision of energy drinks.

Additional Methods

Total Unduplicated Reach and Frequency (TURF)

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Maximum Difference Scaling (MaxDiff)

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Price Sensitivity Meter (PSM)

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