Easily discover what people value in a product or service

SPSS ConjointTM gives you a realistic way to measure how individual product attributes affect consumer and citizen preferences. With SPSS Conjoint, you can easily measure the tradeoff effect of each attribute in the context of a set of attributes — as consumers do when making purchasing decisions.

When you use conjoint analysis for your product and competitive research, you'll be less likely to overlook product dimensions and more likely to develop products and services that sell.

Answer your critical questions

  • What product attributes do my customers care about?

  • What are the most preferred attribute levels?

  • How can I most effectively perform pricing and brand equity studies?

In addition, you can answer all of your questions before you spend valuable resources trying to bring successful products or services to market. Use SPSS Conjoint to ensure you spend your efforts on products or services that have the best chance to succeed.

SPSS Conjoint has the procedures you need to conduct product and service planning:

  • Orthoplan

  • Plancards

  • Conjoint

Determine customer preferences when planning with SPSS Conjoint

Expand SPSS® Base's capabilities with SPSS ConjointTM. Make better decisions about your data and get knowledge you can carry throughout the analytical process when you spend time in the planning stage. SPSS Conjoint, an SPSS add-on module, gives you several procedures for product and service planning. Also, it easily plugs into SPSS Base ensuring you can work seamlessly in the SPSS environment.

SPSS Conjoint gives you all the tools you need for developing product and service attribute ratings. You can use SPSS Conjoint's three procedures to:

  • Generate designs easily:  use Orthoplan, the design generator, to produce an orthogonal array of alternative potential products or services that combine different product/service features at specified levels

  • Print "cards" to elicit respondents' preferences:  use Plancards to quickly generate cards that respondents can sort to rank alternative products

  • Get informative results:  analyze your data using Conjoint, a procedure that's a specially tailored version of regression. Get results you can act on, such as which product/service attributes are important and at which levels they are most preferred. You can also perform simulation, which tells you the market share of preference for alternative products.

These steps save you time and money by generating a set of conjoint experimental trials that are a fraction of all possible combinations and attribute levels. You'll quickly learn how your respondents rank their preferences when you create and print cards they can sort. And, with the results from the Conjoint procedure, you'll learn how your respondents rank product attributes.

An 18-run orthogonal array created in SPSS Conjoint's Orthoplan.

 Figure 1: save time and money with SPSS Conjoint by using Orthoplan to present a fraction of all possible alternatives. Here, Orthoplan generates an 18-run orthogonal array instead of all 108 possible combinations in this example.
 

SPSS Conjoint output showing attributes consumers prefer.

 Figure 2: Easily see in this SPSS Conjoint output which attributes consumers prefer Here, the large bars associated with Package and Price indicate that design and price are most important.

SPSS ConjointTM system requirements

  • SPSS® Base

  • 1MB hard drive space

  • Other system requirements vary according to platform

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