• Skip to main content
  • Skip to primary sidebar
  • Skip to footer
QuestionPro

QuestionPro

questionpro logo
  • Products
    survey software iconSurvey softwareEasy to use and accessible for everyone. Design, send and analyze online surveys.research edition iconResearch SuiteA suite of enterprise-grade research tools for market research professionals.CX iconCustomer ExperienceExperiences change the world. Deliver the best with our CX management software.WF iconEmployee ExperienceCreate the best employee experience and act on real-time data from end to end.
  • Solutions
    IndustriesGamingAutomotiveSports and eventsEducationGovernment
    Travel & HospitalityFinancial ServicesHealthcareCannabisTechnology
    Use CaseAskWhyCommunitiesAudienceContactless surveysMobile
    LivePollsMember ExperienceGDPRPositive People Science360 Feedback Surveys
  • Resources
    BlogeBooksSurvey TemplatesCase StudiesTrainingHelp center
  • Features
  • Pricing
Language
  • English
  • Español (Spanish)
  • Português (Portuguese (Brazil))
  • Nederlands (Dutch)
  • العربية (Arabic)
  • Français (French)
  • Italiano (Italian)
  • 日本語 (Japanese)
  • Türkçe (Turkish)
  • Svenska (Swedish)
  • Hebrew IL (Hebrew)
  • ไทย (Thai)
  • Deutsch (German)
  • Portuguese de Portugal (Portuguese (Portugal))
Call Us
+1 800 531 0228 +1 (647) 956-1242 +52 999 402 4079 +49 301 663 5782 +44 20 3650 3166 +81-3-6869-1954 +61 2 8074 5080 +971 529 852 540
Log In Log In
SIGN UP FREE

Home

Conjoint Analysis – Too Many Attributes!

As part of our research and consulting practice, I get asked to review a lot of projects on Conjoint Analysis. One the most common themes is the concept of measuring every single possible attribute. In many client meetings, I’ll sit through the entire talk about how the product manager would like to determine utility and importance on over 15 attributes and be asked if we can support a conjoint model to do that:

Well the technical short answer is – Yes – of course the software can do that. But the practical answer is – No  – Do you know how impossible it is for a respondent to choose between two concepts with more than 5 or 6 attributes? – Think about it – Even when we make big purchases (like cars) we only look at a few key attributes:

a) Utility
b) Color
c) Brand
d) Price

It’s not that other attributes do not matter – its impossible to put a user-interface (like conjoint) and expect users to actually care about the more than 6 attributes – combined with the levels.

BUT – the business problem still remains. The Product Manager still needs to know how to prioritize what to ask in a Conjoint model.

Like mentioned above, the system does not limit the number of attributes. However from a practical presentation standpoint, it really does not make sense to have choices with more than 5-6 attributes because of the cognitive stress involved. However, if you do have a case where you’d like to test out 10-20 attributes we would suggest you do this as a two part project:

  1. Create a screening/profiling survey and use simple “Multiple Choice (Multiple Select)” to determine viability of attributes – “Pick 6 of 20” etc.
  2. Organize the options into 2 columns (for ease of reading – so users don;t have to scroll)
  3. Use TURF Analysis to pick the Top 5 or 6 attributes with the highest reach.
  4. Then as a secondary wave, run the conjoint study on highest reach attributes.
  5. Profit..
SHARE THIS ARTICLE:

About the author
Vivek Bhaskaran
Vivek Bhaskaran is the founding member and executive chairman of QuestionPro, one of the industry's leading providers of web-based research technologies.
View all posts by Vivek Bhaskaran

Primary Sidebar

Research what's on your mind. Find out what's on theirs!

A suite of tools to leverage research and transform insights.

Discover our insight platform

RELATED ARTICLES

HubSpot - QuestionPro Integration

What’s Coming Up in December 2022?

Nov 24,2022

HubSpot - QuestionPro Integration

Got The Time Tick, Ticking In My Head — Tuesday CX Thoughts

Apr 11,2023

HubSpot - QuestionPro Integration

What’s Coming Up in September 2022?

Aug 25,2022

BROWSE BY CATEGORY

  • Academic
  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Audience
  • Brand Awareness
  • Business
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Experience
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • CX
  • Employee Benefits
  • Employee Engagement
  • Employee Engagement
  • Employee Retention
  • Enterprise
  • Events
  • Forms
  • Friday Five
  • General Data Protection Regulation
  • Guest Post
  • Insights Hub
  • Life@QuestionPro
  • LivePolls
  • Market Research
  • Marketing
  • Mobile
  • Mobile App
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • non-profit
  • NPS
  • Online Communities
  • Polls
  • Question Types
  • Questionnaire
  • QuestionPro
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Startups
  • Survey Templates
  • Surveys
  • Tech News
  • Tips
  • Training
  • Training Tips
  • Trending
  • Tuesday CX Thoughts (TCXT)
  • Uncategorized
  • VOC
  • Webinar
  • Webinars
  • What’s Coming Up
  • Workforce
  • Workforce Intelligence

Footer

MORE LIKE THIS

Credit-Unions-NPS-2025

Credit Unions NPS Leading in Loyalty in 2025

May 21, 2025

ken tcxt

Experience – What’s Included? | Tuesday CX Toughts

May 20, 2025

artificial-data

What is Artificial Data & How It’s Shaping Research

May 20, 2025

wells-fargo-nps-2025

Wells Fargo NPS 2025: What Businesses Can Learn

May 19, 2025

Other categories

  • Academic
  • Academic Research
  • Artificial Intelligence
  • Assessments
  • Audience
  • Brand Awareness
  • Business
  • Case Studies
  • Communities
  • Consumer Insights
  • Customer effort score
  • Customer Engagement
  • Customer Experience
  • Customer Loyalty
  • Customer Research
  • Customer Satisfaction
  • CX
  • Employee Benefits
  • Employee Engagement
  • Employee Engagement
  • Employee Retention
  • Enterprise
  • Events
  • Forms
  • Friday Five
  • General Data Protection Regulation
  • Guest Post
  • Insights Hub
  • Life@QuestionPro
  • LivePolls
  • Market Research
  • Marketing
  • Mobile
  • Mobile App
  • Mobile diaries
  • Mobile Surveys
  • New Features
  • non-profit
  • NPS
  • Online Communities
  • Polls
  • Question Types
  • Questionnaire
  • QuestionPro
  • QuestionPro Products
  • Release Notes
  • Research Tools and Apps
  • Revenue at Risk
  • Startups
  • Survey Templates
  • Surveys
  • Tech News
  • Tips
  • Training
  • Training Tips
  • Trending
  • Tuesday CX Thoughts (TCXT)
  • Uncategorized
  • VOC
  • Webinar
  • Webinars
  • What’s Coming Up
  • Workforce
  • Workforce Intelligence

questionpro-logo-nw
Help center Live Chat SIGN UP FREE
  • Sample questions
  • Sample reports
  • Survey logic
  • Branding
  • Integrations
  • Professional services
  • Security
  • Survey Software
  • Customer Experience
  • Workforce
  • Communities
  • Audience
  • Polls Explore the QuestionPro Poll Software - The World's leading Online Poll Maker & Creator. Create online polls, distribute them using email and multiple other options and start analyzing poll results.
  • Research Edition
  • LivePolls
  • InsightsHub
  • Blog
  • Articles
  • eBooks
  • Survey Templates
  • Case Studies
  • Training
  • Webinars
  • All Plans
  • Nonprofit
  • Academic
  • Qualtrics Alternative Explore the list of features that QuestionPro has compared to Qualtrics and learn how you can get more, for less.
  • SurveyMonkey Alternative
  • VisionCritical Alternative
  • Medallia Alternative
  • Likert Scale Complete Likert Scale Questions, Examples and Surveys for 5, 7 and 9 point scales. Learn everything about Likert Scale with corresponding example for each question and survey demonstrations.
  • Conjoint Analysis
  • Net Promoter Score (NPS) Learn everything about Net Promoter Score (NPS) and the Net Promoter Question. Get a clear view on the universal Net Promoter Score Formula, how to undertake Net Promoter Score Calculation followed by a simple Net Promoter Score Example.
  • Offline Surveys
  • Customer Satisfaction Surveys
  • Employee Survey Software Employee survey software & tool to create, send and analyze employee surveys. Get real-time analysis for employee satisfaction, engagement, work culture and map your employee experience from onboarding to exit!
  • Market Research Survey Software Real-time, automated and advanced market research survey software & tool to create surveys, collect data and analyze results for actionable market insights.
  • GDPR & EU Compliance
  • Employee Experience
  • Customer Journey
  • Synthetic Data
  • About us
  • Executive Team
  • In the news
  • Testimonials
  • Advisory Board
  • Careers
  • Brand
  • Media Kit
  • Contact Us

QuestionPro in your language

  • English
  • Español (Spanish)
  • Português (Portuguese (Brazil))
  • Nederlands (Dutch)
  • العربية (Arabic)
  • Français (French)
  • Italiano (Italian)
  • 日本語 (Japanese)
  • Türkçe (Turkish)
  • Svenska (Swedish)
  • Hebrew IL (Hebrew)
  • ไทย (Thai)
  • Deutsch (German)
  • Portuguese de Portugal (Portuguese (Portugal))

Awards & certificates

  • survey-leader-asia-leader-2023
  • survey-leader-asiapacific-leader-2023
  • survey-leader-enterprise-leader-2023
  • survey-leader-europe-leader-2023
  • survey-leader-latinamerica-leader-2023
  • survey-leader-leader-2023
  • survey-leader-middleeast-leader-2023
  • survey-leader-mid-market-leader-2023
  • survey-leader-small-business-leader-2023
  • survey-leader-unitedkingdom-leader-2023
  • survey-momentumleader-leader-2023
  • bbb-acredited
The Experience Journal

Find innovative ideas about Experience Management from the experts

  • © 2022 QuestionPro Survey Software | +1 (800) 531 0228
  • Sitemap
  • Privacy Statement
  • Terms of Use