Conjoint Analysis Tool
Estimate part-worth utilities, attribute importance, segments, and market shares
Disclaimer
- Results may contain errors. The output from this tool may be inaccurate, incomplete, or incorrect. Users should independently verify all results.
- No warranty. This tool is provided "as is" without any warranty of any kind.
- User assumes all risk. Users assume full responsibility for reviewing and validating any output.
Data Requirements
This tool requires two CSV files (and one optional):
- Design Matrix (Dummy Coded) — A CSV where the first column is Profile and all remaining columns are dummy-coded attribute levels. Column names follow the format
AttributeName_LevelName(e.g.,Price_60,DVR_HD_DVR). The base level for each attribute is omitted (all zeros). You can generate this file using the Conjoint Fractional Factorial Design Tool. - Ratings Data — A CSV where the first column is Profile (matching the design matrix) and each additional column is a respondent's ratings (e.g.,
Respondent_1,Respondent_2, ...). Ratings should be numeric (e.g., 0–100). - Profiles CSV (Optional) — The original (non-dummy-coded) profiles from the Design Tool. If provided, base level names are automatically detected and labeled (e.g., "50" instead of "Base" for Number of Channels).
Step 1: Upload Data
Dummy-Coded Profiles
CSV with Profile column + dummy variable columns
Ratings Data
CSV with Profile column + Respondent columns (0-100)
Profiles CSV (Optional)
Original profiles from the Design Tool — labels base levels
Step 2: Part-Worth Utilities (OLS Regression)
Individual-level OLS regression coefficients. Base levels = 0 (reference category).
Step 3: Attribute Importance
Relative importance (%) based on the range of part-worth utilities per attribute.
Step 4: Segmentation
Group respondents by their important attributes (those exceeding the threshold).
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Step 5: Individual Choice and Choice Probability Simulator
Define product options manually or upload a dummy-coded profiles CSV (same format as the design matrix). Each row becomes a product option.
Step 6: Market Share
Aggregated market shares from individual choices and choice probabilities.