Choice-based conjoint

Choice-Based Conjoint (CBC) is the most popular conjoint method, because it is very versatile and can be used to solve many different types of problems. The analysis is based on the individual's choices from a certain set of products. It is the most realistic form of conjoint analysis for consumers, since we can mimic an actual store shelf or purchase situation on a computer screen by using images.

Since SKIM determines the sensitivities to the different attributes on an individual level by applying -the golden standard- hierarchical Bayes techniques. Individual-specific sensitivities can be combined with other individual-based information as well, giving you the most complete picture for the total group of customers, specific target groups and each individual consumer.

Software for CBC experiment design, scripting and analysis is available, please read our Software pages.

Very suitable for: product development, pricing and segmentation, it can be used for basically every type of product, especially in competitive markets