dobney.com Launches 'Conjoint Explorer' Design Tool

In the UK, marketing insights provider dobney.com has launched an app called Conjoint Explorer, which helps improve conjoint analysis design and speed up the process of refining attribute and level descriptions.

Launched in 2000 by Saul Dobney (pictured), dobney.com develops advanced research techniques to help companies understand how customers make decisions. The new free-to-use online Conjoint Explorer tool allows researchers and students to build and test conjoint designs: those new to the field can explore different approaches, while experienced users can use the solution to edit and test designs before they get to field. For students and beginners, the Conjoint Explorer includes an estimator and model that link together the attributes and levels used, and provides a learning tool to help explain how conjoint analysis works.

The solution allows different types of conjoint analysis and trade-off techniques to be explored, for example MaxDiff, and shows how layout and design is a core part of a successful conjoint project. Once a design is refined and created, it can be taken to field in dobney.com's Cxoice Survey System or transferred to other conjoint packages.

Dobney comments: 'Our experience of running conjoint analysis surveys for the last 25 years, is that much of the development time with clients is spent refining attributes and levels and working on the look and feel of the design, particularly with product managers and other stakeholders who want to create realistic product options for consumers. Our Conjoint Explorer allows researchers to build conjoint designs interactively, providing a fully editable online design to test how attributes and levels combine when designing product profiles for conjoint choice tasks'.

Web site: www.dobney.com .