Conjoint Value Analysis (CVA)

CVA is the traditional, full-profile conjoint analysis, similar to the first conjoint methodology proposed in the 1970s. It can display either one or two products at a time and is especially advantageous when collecting small sample sizes. However, nowadays - since the introduction of choice-based conjoint (CBC) - CVA has become more or less obsolete.

CVA: benefits & limitations

• Efficient way of collecting data
• Easy way of estimating utilities

• Other methods (CBC) are more realistic from the respondent’s point of view
• No interactions can be measured
• Simulation of competitive products are linked to rating scales or rank-orders instead of probabilities of choice like with CBC