Manage, design and interpret a range of conjoint analysis techniques


This course aims to enable you to manage, design, and interpret a wide range of conjoint analysis projects, including variants such as DCM (Discrete Choice Modelling) and MaxDiff scaling.

Learning outcomes
Topics covered during the day include:

  • Firm grounding in the theory and nomenclature of conjoint and DCM
  • Practical advice in what conjoint can and can’t do, when to use it and when not
  • Conventional conjoint analysis (from full profile to adaptive conjoint), designing, data collection, and processing
  • Discrete choice modelling, from aggregate models, to latent class, to Hierarchical Bayes
  • Adaptive choice modelling
  • Reviewing the options and implications of different data collection routes
  • Turning results into insights, and presenting the results in a meaningful and useful way
Who will benefit?

The course is designed for researchers who are already familiar with a range of quantitative techniques (such as factor analysis, cluster analysis, and regression) and who have some familiarity or exposure to conjoint analysis.


“Very useful if you need to use conjoint regularly in your role.”

Kevin MacDonald, BT

15 November 2016

“A superb introduction to the various forms of conjoint analysis, excellently supplemented by practical advice and best practice.”

James Morgan, Kantar Media

15 November 2016

“Absorbing, technical & intense.”

David Murray, The Murray Consultancy Ltd

15 November 2016

“Absolutely fantastic training session.”

Aji Ghose, Sky

15 November 2016

“Brilliant whistle-stop tour of trade-off techniques.”

Daniel Eddy, Trinity McQueen Limited

15 November 2016

“Insightful & concise training program.”

David Lambie, Velux

15 November 2016

“Everything you need to start conjoint analysis.”

Ben Hornsby, Ipsos Mori

22 March 2016


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

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Additional Information

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