Advanced Conjoint Analysis

Conjoint analysis remains one of the most powerful methods in quantitative research, yet many researchers only scratch the surface of what it can deliver. This course is designed for people who already understand the basics and now want to deepen their practical skills. You will explore how to design effective choice exercises, select the right conjoint approach for different business questions and work through the common issues that arise in real projects.

Through clear examples and step-by-step demonstrations, you will see how CBC, ACBC and MaxDiff studies are structured, analysed and interpreted, including how to understand part-worth utilities and apply segmentation using latent class models to reveal choice-based segments. You will also gain an understanding of how market simulations operate, what inputs they require and how simulation outputs can be used to explore product and pricing scenarios. The day focuses on practical decisions, avoiding pitfalls and strengthening your ability to judge and communicate conjoint results in commercial settings.

Learning outcomes

By the end of the course, you will be able to:

• Design and manage advanced conjoint and choice-based studies
• Select between CBC, ACBC and MaxDiff with confidence
• Interpret utilities, part-worths and model outputs
• Understand how market simulations work and what inputs they require
• Apply latent class segmentation to uncover choice-based segments
• Identify and address common data quality and modelling issues
• Communicate conjoint results clearly and confidently for clients

Who will benefit?

Researchers, insight specialists and analysts who have some familiarity with conjoint analysis and want to deepen their technical understanding and practical application.

Learning method

Short lectures, guided walkthroughs, practical examples and group discussion supported by demonstrations using real conjoint datasets.

Course delivery mode

Online

Trainer biography

Dean Tindall is Managing Director of Sawtooth Software Europe and a globally recognised expert in conjoint and choice-modelling. With over a decade of practical experience in the research industry, he has supported hundreds of organisations across sectors in designing and delivering CBC (choice-based conjoint), ACBC, MaxDiff and advanced segmentation studies. Dean is passionate about translating complex choice-modelling techniques into actionable insight, and he regularly publishes thought-leadership on SKU-based conjoint design, latent-class segmentation and the latest developments in choice simulation.

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